{"id":24044,"date":"2021-01-17T09:28:46","date_gmt":"2021-01-17T13:28:46","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=24044"},"modified":"2021-01-18T01:37:36","modified_gmt":"2021-01-18T05:37:36","slug":"marketing-research-problem","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/marketing-research-problem\/","title":{"rendered":"Marketing Research Problems: 9 Pitfalls to Avoid"},"content":{"rendered":"\n<p>Is there a marketing research problem? What issues might you run into when conducting marketing research, and how do you avoid them? <\/p>\n\n\n\n<p>David Ogilvy points out the nine pitfalls of research. These pitfalls can lead to a marketing research problem, and if you&#8217;re directing or conducting research, you should take steps to avoid running into these common issues.<\/p>\n\n\n\n<p>Read more about the nine pitfalls of advertising and how they can lead to a marketing research problem. <\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Nine Pitfalls<\/strong> That Can Lead to a Marketing Research Problem<\/h2>\n\n\n\n<p>There are nine pitfalls to avoid when it comes to doing or directing research:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><strong>Taking too long. <\/strong>To be useful, research must produce data within days or weeks, not months. Don\u2019t be so scared of making a mistake that your work drags on. For example, when Ogilvy ran the Audience Research Institute, statisticians wanted two months to complete a report. Ogilvy made them do it in two days because he needed the information fast.<\/li><li><strong>Disputing methodology. <\/strong>This is a waste of time. For example, 21 agencies took two years to decide on the principles for copy-testing.<\/li><li><strong>Getting distracted. <\/strong>Researchers tend to be intellectual and more interested in other subjects besides advertising. Keep them focused on advertising.<\/li><li><strong>Bad filing.<\/strong> If people can\u2019t find research that\u2019s been conducted (or even remember it was conducted, if the players have left the company), then people waste time redoing the same research.<\/li><li><strong>Focusing on fads. <\/strong>Fads can be useful, but they never last, so focus on information that will be useful long term.<\/li><li><strong>Making reports too long and complicated.<\/strong> The average person can\u2019t understand many researchers\u2019 graphs.<\/li><li><strong>Being perfectionists.<\/strong> Researchers tend to refuse projects they can\u2019t do perfectly.<\/li><li><strong>Not taking initiative.<\/strong> Most researchers need a constant stream of orders and directions to get anything done.<\/li><li><strong>Use of jargon.<\/strong> Avoid words such as \u201csub-optimal\u201d or \u201cattitudinal paradigms.\u201d Not only will people not know what you mean, but they\u2019ll also be annoyed at the pretentiousness.<\/li><\/ol>\n\n\n\n<p>Now that you know the pitfalls with research, you can consider these issues and factors so you don&#8217;t run into a marketing research problem. Your research should be as foolproof as possible so you have the best data.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Is there a marketing research problem? What issues might you run into when conducting marketing research, and how do you avoid them? David Ogilvy points out the nine pitfalls of research. These pitfalls can lead to a marketing research problem, and if you&#8217;re directing or conducting research, you should take steps to avoid running into these common issues. Read more about the nine pitfalls of advertising and how they can lead to a marketing research problem.<\/p>\n","protected":false},"author":5,"featured_media":12031,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[15,20,104],"tags":[189],"class_list":["post-24044","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-education","category-ethics","category-marketing","tag-ogilvy-on-advertising","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing Research Problems: 9 Pitfalls to Avoid - Shortform Books<\/title>\n<meta name=\"description\" content=\"What are the most common pitfalls in marketing research? 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