Title: Hurdles in the conduct of marketing research in India: an exploratory study

Authors: Meenakshi Handa, Ajay Pandit, Anupma Vohra

Addresses: University School of Management Studies, Guru Gobind Singh Indraprastha University, Kashmere Gate, Delhi 110006, India; 127 Madhuban, Delhi 110092, India. ' Faculty of Management Studies, University of Delhi, Delhi 110006, India. ' Faculty of Management Studies, University of Delhi, Delhi 110006, India

Abstract: Although market research usage by organisations in India has grown in recent years, there exists considerable scope for enhancing its contribution to managerial decision making. On the basis of a survey of marketing research professionals in India, the paper examines the hurdles in the conduct of marketing research. Major hurdles identified include lack of trained and reliable field data collection personnel and research personnel at junior levels, respondent non-cooperation and managements| insistence on speedy results and unwillingness to make expenditures required for quality research. Differences amongst marketing research user organisations of different size and in different industries are examined. The study does not support some common perceptions about challenges to marketing research in the country such as its socio-cultural diversity and geographical spread. The paper concludes with recommendations aimed at enhancing the contribution of marketing research.

Keywords: marketing research; respondent cooperation; research diversity; research personnel; India; developing economies; market research; decision making; trained personnel; reliable personnel; field data; data collection; reliability; training; junior staff; non-cooperation; speed; research expenditure; socio-cultural diversity; geographical spread; business; emerging markets.

DOI: 10.1504/IJBEM.2011.040948

International Journal of Business and Emerging Markets, 2011 Vol.3 No.3, pp.289 - 314

Published online: 27 Jun 2011 *

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