“Research is definitely not the most researched subject by researchers” said Charles Coolidge Parlin, the father of market research. Well, rightly so. The enormity of the field along with the diversity of methodologies available in the subject based on the slightest nuances of the research objective often leaves the researcher overwhelmed. We here have hence put together for you a ready reckoner of the don’ts of research. No matter how simple or complicated the research, steer clear of the following commonly made mistakes: