Lec 2 Characteristics of good Marketing Researc.pptR.pptx

Lec 2 Characteristics of good Marketing Researc.pptR.pptx

1. Characteristics of Good Marketing Research 1 LECTURE 2

2. Characteristics of Good Marketing Research 2  The main distinguishing c haracteristics of good marketing research may be listed as follows: Purposiveness Rigor Testability Replicability Precision & Confidence Objectivity Generalizability Parsimony

3. Purposiveness 3 This refers to the clarity and focus of the research objectives. Good marketing research is purposeful in that it clearly defines what it aims to achieve and how it will contribute to solving a particular problem or answering a specific question in the marketing context.

4. Rigor 4 Rigor means carefulness, and the degree of exactitude in research investigations . Rigorous research involves a good theoretical base and a carefully thought‐out methodology. These factors enable the researcher to collect the right kind of information from an appropriate sample with the minimum degree of bias, and facilitate suitable analysis of the data gathered. This helps ensure the reliability and validity of the findings.

5. Tes t a b i li t y 5 A key feature of good marketing research is that it allows hypotheses and propositions to be tested empirically. Testability means that the research questions or hypotheses can be subjected to empirical scrutiny using appropriate data collection and analysis methods. This ensures that the findings are based on evidence rather than conjecture.

6. Replicability 6 Good marketing research should be replicable, meaning that the study can be repeated by other researchers or in different contexts with similar results. Replicability enhances the credibility of the findings and allows for validation of the research outcomes across different settings or populations.

7. Precision and Confidence 7 Precision refers to the exactness or accuracy of the measurements and findings in marketing research. Precision reflects the degree of accuracy of the results on the basis of the sample, to what really exists in the universe . Confidence relates to the level of certainty or reliability of the results. Good marketing research aims for high precision in data collection and analysis methods, and it reports findings with appropriate levels of statistical confidence or certainty.

8. O bjectivity 8 Objectivity in marketing research means that the researcher strives to minimize bias and subjective interpretations. It involves maintaining neutrality and impartiality throughout the research process, from designing the study to interpreting the results. Objectivity helps ensure that the findings are based on factual evidence rather than influenced by personal beliefs or preferences.

9. Generalizability 9 This refers to the extent to which the findings of a study can be applied or generalized to a larger population or broader context beyond the specific sample studied. Good marketing research seeks to achieve generalizability by using representative samples, rigorous methodologies, and clear reporting of limitations.

10. Parsimony 10 Parsimony in marketing research emphasizes simplicity and economy in research design and analysis. It involves using the simplest and most efficient methods that adequately address the research objectives. Parsimony helps ensure that resources are used effectively and that the findings are clear and interpretable.