Charateristic of good marketing research

Answer 1

The following are the characteristics:

(i) Scientific Method:- Generally, the marketing research is conducted scientifically. The researcher gathers the data, make them verifiable, objective, factual and he develops hypotheses and tests validity scientifically through statistical tools. Thus a good marketing research, avoids the use of intuition or hunches.

(ii) Creative research :- The research must use creative techniques to get the best result. Suppose, respondents do not give true answers or are unwilling to co-operate with the interviewer, in that case indirect methods like projective techniques for interviewing are advisable. These techniques would exert details when the respondents do not convey in direct interviews. The researcher must have a lot of thinking and planning to organise that type of interviews. Therefore, only an industrious and creative researcher can carry out research with the help of projective techniques. Projective techniques have been illustrated in detail later on in the chapter of Motivation Research.

(iii) Multiple Methods :- Generally, a researcher should not rely on single method for collecting data as well as for analyzing them. A number of methods for available for collection and analyzing the data. For better results, a researcher uses more than one method for collection of data (viz., Personal interviews, Telephone surveys, Mail surveys, Observations and Experimentation). Similarly, for the purpose of analysis also he may use different available statistical techniques depending upon the type of data gathered. This makes results of the research projects more reliable and scientific.

(iv) Value and cost of the Information :- A researcher must always examine the costs involved in a research. A researcher always evaluates the research results vis-a-vis expenditure incurred on carrying out the research. The method of data collection, research design to be used and analysis techniques to be employed must be made on the basis of cost-benefit analysis of the probable research results. This cost comparative study will make research most scientific and leave a little scope for malpractices like creation of bias, manipulation of research, results, etc.