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

Meenakshi Handa, Ajay Pandit and Anupma Vohra

International Journal of Business and Emerging Markets, 2011, vol. 3, issue 3, 289-314

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. (search for similar items in EconPapers)
Date: 2011
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=40948 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbema:v:3:y:2011:i:3:p:289-314

Access Statistics for this article

More articles in International Journal of Business and Emerging Markets from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().