The limitations or disadvantages of marketing research are as follows:
Marketing research (MR) is a costly affair.
It is also lengthy and time-consuming.
It has a limited scope.
It has a limited practical value.
It can't predict consumer behavior.
It can't give 100% accurate results.
It provides suggestions and not solutions.
Non-availability of qualified and experienced staff affects its quality.
It uses a fragmented approach.
It can be misused.
Non-availability of a reliable data affects it.
It is resistant to marketing managers.