Some critics of the marketing research industry believe that the industry is too "tool" oriented,and often the problem is defined in terms of being compatible with an existing tool.Thus,researchers fail to consider focusing on the more complex strategic issues facing the firm.

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Critics of the marketing research industry do believe that it is too "tool" oriented and researchers often fail to consider complex strategic issues facing the firm, while focusing on compatibility with existing tools.

Some Critics of the Marketing Research Industry Believe That the Industry