This slide show describes the top ten mistakes that people want to avoid when doing marketing research. Originally written in an article by Jim Nelems, these mistakes go back 35 years. Its a bit scary how relevant the article is today.

1. TOP 10 ERRORS TO AVOID IN
MARKETING RESEARCH
Making errors in your
Marketing Research
is like buying an airplane
ticket to Hawaii, and
accidentally boarding a
plane to Cleveland!

2. But don’t have reservations!
Relax and imagine yourself
kicking back in this
breathtaking paradise, as you
learn how to avoid the
mistakes that Jim Nelems, CEO
of The Marketing Workshop
Inc., points out in his classic
article "Ten Common Mistakes
in Marketing Research." .

3. 1 NOT DEFINING YOUR
MARKETING RESEARCH
OBJECTIVES…
…is like telling the flight attendant you want to sit right next to a crying baby!

4. •Lack of clearly defined marketing
objectives is the most common mistake
in marketing research.
•Decide before research is done why it’s
being done.
•Will the research answer the questions
it was designed to answer?

5. 2 CONDUCTING INTERESTING
BUT USELESS RESEARCH…
…is like forgetting your sun block in the hotel room
when you’re stuck at the beach!

6. • Research must be conducted among
the defined target audience.
• It must answer the questions that
need answering.
• It must be more than interesting.
It must be actionable.

7. 3 LETTING THE QUESTIONS DO
ALL THE HEAVY LIFTING…
…is like taking too much luggage on a romantic weekend
getaway, when you hope to never leave the hotel room!

8. • The essentials of marketing research
are questions. However research is more
than JUST asking questions.
• Don’t ask superficial or wrong
questions, such as why do you like brand
B. The consumer often doesn’t know
why they buy or like something.

9. 4 SIMPLIFYING RESULTS
OUT OF CONTEXT…
…is like being broke in Las Vegas baby!

10. • Most research studies are too involved
to be reduced to a single number.
• Don’t oversimplify the research to sell
it or give management a conclusion
without thought on their part.
• There are usually too many factors
involved to make research results so
simple.

11. 5 UNDER ANALYZING THE
RESEARCH…
…is like taking a trip to Cape Cod in January!

12. • When you make conclusions from the
marketing research, make sure you make
ALL the conclusions that should be
drawn.
• When you analyze the data make sure
you understand it and can explain it.

13. 6 OVER ANALYZING THE
REPORT…
…is like wearing a parachute and oxygen mask on a plane!

14. • Just as some research is under analyzed,
much research is also over analyzed.
• Advanced computer analysis is great if
it is appropriate to the project. Don’t
over analyze for show or simply to get
money for the project.

15. 7 USING THE WRONG
TECHNIQUE…
…is like letting the locals know you are lost in a foreign land!

16. • There are dozens of research
techniques and many marketing
situations are suitable to more than one
method. Yet many are misused.
• Focus groups, for example, are useful
for giving insight, however don’t
substitute them for quantitative
research.

17. 8 SELECTING THE WRONG
RESEARCH FIRM…
…is like going on your honeymoon when you’ve
only known each other for 10 days!

18. • When selecting a marketing research
company, while it is valid to look at
competitive bids, the company with the
lowest bid or biggest name is not
necessarily the right choice.
• Look for the quality of the analytical
ability and the creativity of the
researcher.

19. 9 EXPECTING RESEARCH TO
PROVIDE ALL THE ANSWERS…
…is like expecting your luggage to arrive the same time you do!

20. • Research can help solve problems that
marketers face.
• Research can reduce risk and increase
the probability of making the right
decision.
• Do not let the research make the
decision for you because there are non
research areas to be considered too.

21. 10 VIEWING RESEARCH AS AN
EXPENSE RATHER THAN AN
INVESTMENT…
…is like trying so hard to be frugal on your vacation
that you miss all the fun!

22. • Understand that research is an
investment to help you make the right
decisions. It can save you money, use
more effective advertising and make
marketing more efficient.
• Let the research earn its place in your
budget rather than view it as an expense
your company can't afford.

23. DON’T FALL VICTIM
TO THE MOST
COMMON MISTAKES
IN MARKETING
RESEARCH
Travel down the right road and you will
reach your destination in first class!

24. Unfortunately we can’t
take you to paradise…
…but we can help you find great marketing research.
Check us out.