There are many potential boundaries and limitations that can cause problems to market research. One is the research not always being accurate. Every time someone surveys a group of people the information they collect will never be the same. This can be challenging to gage what to change within a company’s marketing strategy. Another limitation that goes along with this is the behavior of humans is never predictable. People will always surprise you with responses and challenge you and the companies marketing strategy. Another limitation is that people interoperate things differently. This meaning if you are doing market research with a group of people, you and the other people you are conducting research with may not agree with your opinion due to the way they interoperate the data collected. For instance, if you have data collected that says 80% of doctors recommend a certain medicine and you only surveyed 10 doctors, you may want to use this data in a campaign, but your marketing team may not want to use this because they feel an 80% average when only 10 doctors involved is not strong enough information to display. Another big issue is bias. Although everyone who conducts market research tries so hard not to have bias in their research, sometimes they accidently run in to it. This is because when they are writing their questions they might accidentally write leading questions or position questions in a specific order to get the responses they are expecting to get.
I personally believe that my market research group must be aware of all these potential limitations that could hurt our research. I think this because all of these are able to happen easily if one is not paying attention. I think the big limitations we need to keep the strongest eye on is bias and how we interpret the information. I think this because these are the limitations we can strongly control. We will also need to keep an eye on realizing that all the data we collect will not be the same and that people will surprise up with answers that we will not expect. We as a group just need to understand and accept this because these are limitation that we cannot control, we will just need to analyze our information more if this happens. I believe with these limitations in front of us, our group will still be able to collect efficient qualitative or quantitative research in order to help out the Clothes Closet.
By Morgan Kelley
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