Limitations

• Time
• Cost
• Availability of Information

The goal of marketing research is to provide the most accurate and reliable information within the limits of time, cost, and availability of information, which is why current and comprehensive market research reports are so costly.

It might not be possible to find certain specific attributes of a consumer population or statistics for an industry, due to deadline or budget constraints. Detailed figures might not be kept or the information required might be private.

Have realistic expectations of what kind of information is available. Not everything you need to know will necessarily be found on the Internet, for example. Don’t hesitate to ask a reference librarian for assistance at anytime.