Cost grows when needed research overlooked

Evidence of the lack of respect for marketing research is clear. Marketing research is viewed as a function anyone can perform with little or no training. Internal clients often view a stint in marketing research as a step that must be checked off. Another reason for the lack of respect is that few marketing research success stories are ever publicized. However, knowledge is power. Marketing research professionals are encouraged to stay sensitive to this fact, and to make it clear to research users that there is great value in conducting the appropriate research.