A lot of market research reports on pointless gathering dust on the shelves, reminding customers of a waste. If the futility of market research data turns into the usual frustrating business experience, the use of inaccurate data can dramatically affect the business community in certain markets, or even put on the map the fate of the company. Marketing research is conducted in a variety of business areas that underestimate their impact on business success rather dangerous. It could be called a populist, not today's business environment is replete with a whole bunch of sad stories of market failure. The main thing is what you risk by using inaccurate marketing data – time, money, reputation. Incorrectly selected the target segment, improperly planned advertising campaign, inadequate price positioning, incorrect assessment of consumer preferences … Every misstep could spell disaster for the company, and the weaker its bargaining power, the more global consequences would be arbitrary decisions.
Insurance against bad decisions – reliable market information. What is 'reliable information'? As it may seem at first glance, the definition of 'authenticity' is quite simple. If not delve into the subject, it is generally the way it is 'authentic' means 'truthful', no more. But this is absolutely not enough in the business turnover, which requires much more precision than in the daily 'everyday' use. In Specifically, in marketing research to the concept of authenticity imposed very strict requirements. Among many factors of reliability information marketing attention should be paid to errors research process and the accuracy of interpretation and analysis of data collected.