05/09/2022
Despite using scientific methods, marketing research (MR) is not an exact science. As a result, the findings and judgments reached by MR are not very reliable. As MR is conducted on humans—consumers, suppliers, middlemen, etc.—the outcomes are often ambiguous. Humans often act unnaturally when they are aware that they are being watched. Customers and respondents who are the subjects of the research act unnaturally when they are aware that their attitudes, opinions, and other characteristics are being scrutinized....
Despite using scientific methods, marketing research (MR) is not an exact science. As a result, the findings and judgments reached by MR are not very reliable. As MR is conducted on humans—consumer…
