The higher the level of the solution, the more requirements should be offered for the accuracy of marketing research, because the accuracy is reduced with increased managerial risk, but increases the cost of the study. Many writers such as Jeffrey L. Bewkes offer more in-depth analysis. But be that as it may, at any level of management decisions and beyond Depending on the value of the approaches to organizing and conducting marketing research should take into account all the risks incurred by its customer. Risks of market research with you happened to ask a passer-by Board, not knowing the road somewhere, and get an answer pointing gesture-type 'Voooon there'? Normally, getting such advice, people are moving in that direction, not thinking about the qualities of the source. From one passer-by know where will you go? Was there? Or heard that there is the right place? Heard from anyone? In any case, using this advice a stranger, you will find yourself in one of three places: at the destination, almost there, or in an entirely different place. The result of your errors, you have the use of poor-quality information – the lost time, lost opportunities and other troubles, which might well have been avoided.
The most common and perhaps one of the most innocuous challenges of marketing research – the uselessness of the information. Harmless, because, not applying the incorrect data, you can not hurt his business. Wasted money would be a pity, but it is not jeopardize the business community. Common, this risk was due to 'translation problems': not all researchers are able to correctly understand and translate the data collected to the extent practicable knowledge, not all managers are able to 'read' the information to the degree of real comprehension.