Inherent Problems in Using Marketing Research and Future Outlook
Inherent problems in using marketing research in India:

Inherent Problems in Using Marketing Research and Future Outlook
Inherent problems in using marketing research in India:

1. The major problem faced by the market researcher while actually conducting the survey is the lack of secondary data resulting in inadequate sampling frame. For example there is no readymade data available on breakdown of population by monthly income.

2. Apart from the lack of secondary data to provide an adequate sampling frame for consumer research, the lack of secondary data on industrial products provides an even more frustrating situations. Data lag behind by 3 to 4 years. For example DGTD publication of 1980 may cover data only upto 1977.

3.Because the electoral rolls are incomplete and inadequate, there is no clear cut logical basis for conducting random sampling surveys. Therefore random sampling is seldom used in India for normal consumer surveys. This can result in non-reliability of the findings of the survey.

4.Problem of heterogeneity of the country coupled with language problem ma the questionnaire method extremely difficult to implement especially when it involves sealing technique of one kind or another.

Future Outlook- It is very probable that the next ten years may witness dramatic changes in the ways in which marketing managers will take their decisions. With the kind of revolution taking place in the Computer World, with its highly user friendly software, the importance for marketing research is bound to increase. Marketing researchers will be able to deal with more marketing variables with greater speed and accuracy. This will pave the way for effective marketing
decisions.

Marketing research has emerged already as an interdisciplinary function drawing increasingly on other fields such as psychology, economics, statistics and operations research. This trend will continue further in future resulting in new techniques, methods and skills to be of use to management.

We may witness in future, with the growing dyna mism of our economy, many organisations realising the potential contribution that can be made by marketing research in improving their decisions and enable them to encash on new opportunities as they emerge. It is important that marketing researchers become more progressive to participate fully and effectively in these developments and play a more active role in maintaining and further strengthening their relationship with the key decision makers in marketing.