For decision makers, faced with the decisions and doubts described above, what should be the benefits of having research conducted?
The most universal and usually most vital is this: reduction of uncertainty.
If research findings contribute any relevant knowledge of what exists, that the decision maker was ignorant of, or if it provides new clues to what is likely in the future, they should enable a more accurate conclusive decision to be reached.
Uncertainty can not be wholly eliminated with relevant research, but it may be markedly reduced.
Research also may be of benefit in ways ordinarily thought of as uncertainty reduction:
(1) Problems may come to light that otherwise would be not be known until they became very serious or even insoluble
(2) Objectives may come under re-evaluation when evidence indicates
that
(a) they may be too high to be feasible under expected conditions or
(b) they should be higher due to overlooked opportunity
(3) Better alternatives may be revealed or their conception stimulated
(4) Marketing research may be useful as evidence in legal matters.
We would call attention to other benefits, such as the psychological one
of making the decision-maker feel more confident and willing to be decisive. Prejudice against new ideas may be overcome by evidence from
the market place.
Sociologically, research can keep the executives attuned to changing consumer needs and wants and to the impacts of consumerism. Less laudable are political motives for marketing research, like the executives who wants it to confirm some preconceived ideas and overcome rivals in the organization (but would suppress if they fail to confirm).
The most universal and usually most vital is this: reduction of uncertainty.
If research findings contribute any relevant knowledge of what exists, that the decision maker was ignorant of, or if it provides new clues to what is likely in the future, they should enable a more accurate conclusive decision to be reached.
Uncertainty can not be wholly eliminated with relevant research, but it may be markedly reduced.
Research also may be of benefit in ways ordinarily thought of as uncertainty reduction:
(1) Problems may come to light that otherwise would be not be known until they became very serious or even insoluble
(2) Objectives may come under re-evaluation when evidence indicates
that
(a) they may be too high to be feasible under expected conditions or
(b) they should be higher due to overlooked opportunity
(3) Better alternatives may be revealed or their conception stimulated
(4) Marketing research may be useful as evidence in legal matters.
We would call attention to other benefits, such as the psychological one
of making the decision-maker feel more confident and willing to be decisive. Prejudice against new ideas may be overcome by evidence from
the market place.
Sociologically, research can keep the executives attuned to changing consumer needs and wants and to the impacts of consumerism. Less laudable are political motives for marketing research, like the executives who wants it to confirm some preconceived ideas and overcome rivals in the organization (but would suppress if they fail to confirm).