Marketing research is extremely beneficial for a brand as well as for consumers. Consumers can benefit from the brand’s research data because this allows the brand to improve its product line or message. Brands must always expect the unexpected when it comes to conducting any type of research.
They must prepare for non-responders, survey attendees to not complete the survey, or and complete focus groups. This is why it is important to never survey the exact amount of people needed as this does not allow for the margin of error. In conclusion, marketers must always prepare and understand that their data will be reflective of their results.
Data is key, and preparing for the unexpected will allow for the best results. This is because you have planned with a margin of error in mind that will result in receiving the best data from your respondents and you have accounted for incompletes, and non responders.