Limitations of the market process
According to this concept the company's entire focus is on selling and hence making a lot of sales. The selling effort is backed by serious promotional activities and aggressive advertising. The company does not bother about the market demand, they just want to sell what they produce.
The Rati Lanna limitations of the process
1. Limitation of time: Its process is lengthy and needs long time to complete it. During the period between starting the research and implementation of decisions, the situation and assumptions may have changed drastically which reduces the utility of research report. Decisions based on such report prove to be obsolete and result in false conclusions.
2. In experienced research staff it needs great expertise and well-trained and experienced researcher and interviewer.