Limitations of Marketing Research Essay

Explain the limitations of merchandising question used to contribute to the schooling of Nivea. No matter how sm any(prenominal) or large a foodstuff seem project whitethorn be, any case of inquiry performed s stooget(p)ly bequeath non give relevant results. In fact, all inquiry, no matter how fountainhead controlled, carries the potential drop to be wrong. at that place atomic number 18 many a nonher(prenominal) crusades why search whitethorn not give good results but a common conundrum is deciding whether the research is really measuring what it claims to be measuring.There ar 3 types of limitations of market research. These are Cost persuasiveness, reliability and hardihood of info collected. Reliability is chiefly annoyanceed with profess sure the method of data assembly leads to consistent results. For example Nivea wish to make sure that in their market research that they were asking the same questions asked of each person, was the essay big enough and reflective of the population who exit use/buy the convergence would the same results be obtained from a antithetic set of people.Reliability estimates the degree to which a output is measurings in contrast to rigorousness which involves the degree of accuracy. In research, Nivea result require to use stones throwwork forcet tools that are both(prenominal) rock-steady and valid. They will want to name questions that offer consistent responses when asked multiple propagation as this shows reliability. Validity asks whether the research heedful what it intended to. Validity implies reliability a valid measure must be reliable.But reliability does not ineluctably imply harshness a reliable measure need not be valid. Validity is usually leaded more big than reliability, because if an instrument does not accurately measure what it is supposed to, at that place is no reason to use it even if it measures reliably. Nivea involve to lead when carrying out their marke t research for a product is does the product measure what it claims to measure and is it accurate, this reduces the chances of the business making the wrong last.If they so meet to make the wrong decision this will bear upon one of its market objectives which is to retain clients and gain sunrise(prenominal) ones, if the validity of their data is not correct indeed they will not reach this trade objectives as customers opinions of the community will differ. be are also an important reflection in market research, Nivea need to guide whether or not the product theyre promoting is exist effective. Their market research has to deal up the cost of undertaking the research against the potential benefits that may result.You could spend a lot of time and effort in trying to solve a problem through market research, only to feel that the solution may not be worth implementing. Also, selling is one of the some areas of a budget that eject be reigned in without hurting Nivea to o practically as they are a rattling successful business however, one of their merchandise forges is to continue producing successful skin products and push sales yearly. To do this they go a hardly a(prenominal) cost-effective slipway that a company can market its products. hunt club Engine Optimization- Niveas customers are no longer waiting for direct spot pieces to arrive before orderingthey are finding products when they want them through net searches. In fact, almost 90% of innovative visitors to a net site bob up from major(ip) search engines. And clearly, a poll ranking on Google can hand over into hundreds or thousands of visitors and ordersa month. As web pages proliferate, increasingly more aggressive search engine optimization strategies are call for to remain visible to Niveas customers. Permission-based electronic weapons trade.Permission is the difference between coherent electronic mail market and spam, turning email trade into a super cost e ffective market strategy. The idea is honest and time tested Nivea deliver super relevant, timely, and personalized email messages to their customers and prospects at a fraction of the cost of direct mail to avoid any cost limitations. 3. usual Relations- News releases, white papers, case studies, awards, and sponsorships of educational events are just a few of the relatively inexpensive shipway Nivea elapse their brand name in trend of other competitors.Although these methods have succeeded so remote for them in the near future they will have to alter their methods as well as their approach to the types of market research they decide to carry out, otherwise poor market research will add the chances of Nivea making a wrong decision. D2) process and justify three recommendations for improving the validity (the extent to which a test measures what it claims to measure) of the marketing research used to contribute to the learning of your chosen organic laws marketing plans. In this assignment I will be explaining how Nivea uses marketing research for its marketing readiness by applying a market Planning Process Model, a arise summary on Nivea giving at least 3 factors for each box) and their briskness objectives (stating what their business objectives are/might be) Marketing plan is concerned with establishing objectives and goals, allocating resources to meet these and context out a clear plan of action. It also involves setting out ways of evaluating performance against marketing targets.Typically, the marketing planning process involves a muser audit, a SWOT abbreviation, setting SMART objectives, determine strategy and tactics, implementing strategy and tactics and evaluating effectiveness of marketing activity. A Marketing planning process model involves a mold and SWOT As part of the marketing planning process, Nivea has to analyse its remote surround. 1 utilitarian way of analysing the external environment is by grouping external fo rces into sixsome areas using a PESTLE analysis. PESTLE stands for political, economic, societal, technological, intelligent and environmental influences.Political factors that accept a business are usually beyond the control of the validation. However, the business inescapably to anticipate salmagundis and identify the action it needs to take to either make the most of an opportunity or mitigate a threat. For example, a political factor that Nivea need to consider is that during a recession, any banks or financial services providers would have to consider the likely government scrutiny of any of their business decisions. Economic factors can hit the performance of a business.These relate to he national or international economy. A economic factor that can take up Nivea are the periods of prosperity that they go through. This can happen in three ways for example when high employment and income drives take away in spite of appearance the organisation. It can also happen i n the form of recession when exact falls, leading to lower income and employment within their organisation. Furthermore, in the form of recovery, when demand, income and employment stepwise rise within the business. Social factors relate to the values and beliefs of society.This takes the populations demographics (for example, size, gender, ethnicity, income, education, occupation). These accessible factors provide useful information for Nivea as it allows them to target their services at bountiful segments of the population, such as newspapers and magazines. Technological developments can affect businesses in a grip of ways. For example, the development of e-commerce benefited business such Amazon. co. uk. due to the rise in e-commerce Nivea had to produce a e-commerce website which eventually took business away from traditionalistic shops..Legal developments affect businesses in a range of ways. For example, if there was a change to the Data Protection Act it would affect Nivea and all other businesses that hold customer data. For example If a change in the act occurred then Nivea may not be able to expressly defy to the use of personal data for advertise or marketing purposes any more. environmental factors can relate to the social, political and legal aspects affecting a business. For example, if Nivea decide to case their cream products in recyclable packaging.This may prove to be popular with consumers if there is a growing level of concern over waste. Similarly, the government may effect pressure on businesses to augment the gist of recycling. SWOT analysis A useful approach to examining the relationship between a business and its marketing environment is by conducting a SWOT analysis. SWOT stands for Strengths Weaknesses Opportunities and Threats. Strengths and weaknesses are internal to the business and can include issues such as the buildings, quality of the staff, IT systems and so on.The external element looks at the opportunities and threats give up in the environment in which the organisation operates. Carrying out a SWOT analysis requires research into an organisations occurrent and future position. The idea is to match an organisations strengths and weaknesses with the external forces (opportunities and threats). SWOT analysis draws unitedly all the evidence from the several(a) analytical techniques used. It is a way of producing a summary, which then provides the basis for developing marketing objectives or aims and ultimately strategies or plans.Strengths advert to the internal features of Nivea, which provide a warlike advantage. An example could be a highly efficient IT system which they use to build their products. The company also has a headphone financial base, so it had the resources to put together a strong marketing campaign. Also, Nivea has staff with relevant skills researchers with the scientific skills to develop products that men want and marketing staff with the skills to functi on promote these products effectively. Weaknesses are internal aspects of the organisation, which may not stand comparison with disputation or are not execute effectively.An example might be major concerns and questions that Nivea have when launching a product For example Was the product range simmer down relevant for the target audience? Did it have the right sales and distribution outlets? Was its market research up-to-date? Opportunities focus on events and developments external to an organisation. This might include new territories for a product or service. Opportunities that Nivea will want to undertake is to open a new segment of a market. Also, NIVEA FOR men had seen an increase in the sales of anthropoid skincare products and it wants a greater contribution of this market, Nivea might might consider this.Furthermore, the company wants to take advantage of changing social attitudes such as men turn more open, or certainly slight resistant, to facial skincare products. Threats are developments external to the organisations, which could damage overall performance. These threats can rise up from governmental policy, such as an increase in corporation tax or new laws. Threats to Nivea are consumers who are comely more knowledgeable and price conscious. They very much expect sales promotions such as discounts and offers. Also, the risk of competitors entering the market.