The act of decision making and conducting marketing research are distinctive activities, and there are examples where the crucial link between these activities has resulted in failure. If decision-makers lack of necessary knowledge, or they perceive risk and uncertainty in their decision-making and cannot find support within their firm, they could acquire support from marketing research. However, many marketers state occasions where the use of marketing research has
resulted in failure or where decisions based upon experience or intuition has proved to be successful. Such occasions present a challenge to marketing researchers, especially in light of the competition faced from alternative information sources; and should remind to maintain a focus of offering real and valuable support to decision-makers. Recognizing what real and valuable support means should fortify the whole array of creative data collection and analysis procedures.