Observations without meaning
Any market research needs a theory that guides its work. Too often marketers expect that research projects provide answers. But theories and concepts provide answers while research can only assess their level of correctness and truthfulness. Observations are important but they only gain meaning within the boundaries of a theory. Einstein summarizes it well when he says “It is theory, and only theory, that decides what must be observed.” More marketers should study the basics of sociology and social theory to make marketing research truly productive and meaningful.