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Essay / Research Paper Abstract
This 6 page paper takes a look at market research with a particular emphasis on its limitations. Various aspects are discussed. Bibliography lists 6 sources.
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6 pages (~225 words per page)
File: RT13_SA202mkt.rtf
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Unformatted sample text from the term paper:
to many, but some business people take market research very seriously and embrace most every conclusion as fact. But market research has a great deal of limitations. The research is
after all based only on a sample to discern the needs or tastes of a much larger group than a segment that is being tested. Finding possible trends in the
future is rather difficult and while market research can provide a company with some idea of how a product will look to the public, or how well a new television
show will go over, it is by no means perfect. Market research has limitations and understanding those are important in deciding how to use such research. It is also important
that market researchers must also present results to their clients in suitable ways and the communication between researchers and the business interested in the research must be adequate. Otherwise, the
business will not understand what to do with the results. Unfortunately, market researchers often provide complex findings in a variety of visual displays and such charts, drawings, maps and pictures
help to elucidate the nature of the relationships and demonstrate any structural patterns (Holbrook 1997). While this seems somewhat impressive, there are problems. The ability of such results to communicate
properly, is limited by their typical restriction to a two-dimensional plane (1997). In some way, it is not the research that is always limited but the communication of that research
to clients. There are however solutions for that problem. One aid to overcoming such problems is with the construction of three-dimensional representations (Holbrook 1997). The vividness and depth provide greater
clarity as well as the enhancement or interpretability in order to strengthen the readers understanding of basic concepts (1997). Three-dimensional communication is analogous to relevant applications in marketing research (1997).
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