Research can provide the information necessary for the firm to redirect its marketing efforts so as to become profitable. Sometimes managers believe that unless research provides a complete d description of a situation it is of no value. This is not usually the case because a little or some information can often help direct the firm to take the appropriate course of action. In addition, if the manager seeks perfect information, by the time the information is acquired it may be irrelevant because the situation has changed. The big decision myth also limits the use of marketing research.
Marketing research can help in both big and small decision making.
Surveys are often relied on too much. There are other ways to acquire information besides the use of surveys. For example, census data or observation of customers in your store could provide information regarding your problem or opportunity. The misconception that marketing research requires big bucks often stymies research. Marketing research can be done at many different levels both big and small.