There are few marketing research firms who are able to conduct multivariate analyses. However another tragedy arises when they try to sell their statistical models instead of marketing solutions. But we hardly heard them talking about marketing issues. Believe or not, biologists use the same analytical techniques to conduct their biometric analysis. If one knows only about statistics, he might treat your customers just like the cells in a lab.
Marketing research is about statistics.
However, marketing research is not about statistics. Any statistical techniques are used to serve the purpose of marketing decisions. If an analytical technique is unrelated to your marketing decision, it is meaningless. For example, people are enthusiastic about online sampling issue. If you don't ask the right question, you will never get the right answer.