Identifying the underlying decision problem in planning market research is undefinably important, and the importance of decision problems decides on the future and outcome of the business and the success. When identifying the underlying decision problem, the planning, identifying, and execution for decision making and understanding is the most importance when figuring a direction in which the business will go. When leaving unidentified underlying decision problems behind, the decision making and research prosses will be inaccurate and the guidance for the business wouldn't be accurate, leading to some failure down the road which could have been preventable.

Negatives that might be generated from the failure to plan a market research study include misguiding or incorrect information, incorrect ideas, and incorrect data, all prepping for problems within the business. Market research failures can develop on the research side of things, or the presentation side of the research. Lots of studies go with market research, especially when dealing with lots of participants.

Stakeholders that might have negative affects are owners, managing members, CEO's, higher management and marketing sectors, and management companies.

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