FREE online courses on Consumer Behaviour and Motivation - Limitations of
motivation Research
1.
It needs skilled men for designing and testing the interpretations of findings.
2.
The sample is limited and so lacks confidence in conclusions.
3. It can be
used at the beginning of a detailed research in view of its penetrative and
exploratory capacities.
4.
More detailed study can be designed on the basis of hypothesis drawn from such
preliminary tests.
5.
By direct questioning no correct answer is expected especially in sensitive
areas.
Bad research is the cause of many marketing failures. Most of
the data which is collected for marketing research have an appearance of
accuracy which is often highly deceptive. That is why it is remarked that
perfect accuracy in statistical enquiry is a myth. There are two reasons for it:
(i) imperfection of the investigator, and (ii) imperfection of the instruments
of inspection and measurements.
Approximation is the basis of rounding off the figures with a
view to simplifying them for comparison and analysis. Data got through sampling
may contain some errors.
