M2 – Explain the limitations of marketing research used to contribute to the
development of a selected organisations marketing plans
There are limitations of market research, each type of marketing research has its own
limitations. These limitations may mean that Kellogg’s shouldn’t use the method or it means
that they should make sure they keep in mind the limitations when they are looking at the
data they find.
Primary researchi
Advantages Disadvantages
The issues that Kellogg’s wants to be Primary research is expensive
addressed, will be because they because Kellogg’s has to carry it out
have more control over how the themselves
research is carried out In a similar way to the cost, it is very
The interpretation of the data is time consuming for Kellogg’s to
better because they rely on their have to carry out the data collection
own interpretations instead of the The data can be biased because
collective interpretation from either the interpretation is done by
secondary data the organisation which means they
The data is up-to-date because could see something in the wrong
Kellogg’s has specifically carried it light or if they are taking feedback
out from a target audience it is likely to
Kellogg’s is the owner of the data so be biased
there will be no legal issues over Need lots of resources, such as
how the data can be used people to carry out the research
that the organisation may not have
Secondary researchii
Advantages Disadvantages
Cheaper and quicker to find than it The complete accuracy of the data is
is to collect primary data unknown because someone else
The data is a lot more likely to be carried out the data collection
more extensive than primary data is The data may not be fully up-to-
Can be used to back-up primary date
research, and also can be an easy May not be specific enough for
starting point for primary research what Kellogg’s needs to know
Can be legal complications if the
data is copyrighted
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