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Criteria for good research 

purpose clearly defined and common concepts

used.

research procedure described in sufficient detail

procedural design of the research carefullyplanned to yield results

researcher should report with complete frankness

analysis of data should be sufficiently adequate

to reveal its significance

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Criteria for good research

The validity and reliability of the data

should be checked carefully

Conclusions should be confined to those justified by the data of the research

Greater confidence in research-experience, good reputation & person of 

integrity

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Scientific research: the steps:

Four steps are taken in applying scientific

methods 

Observation

Formulation of hypothesis

Prediction of future,

Testing hypothesis 

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Relation between scientific

method and Marketing 

Scientific method stages  Used during the followingmarketing research steps 

Observation

Formulation of 

hypothesis

Problem definition

Situation analysisInformal investigation

Formal research

Situation analysis

Informal investigation

Formal research planning.

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Scientific

method stages 

Used during the

following marketing

research steps 

Prediction of the

future (action

implications)

Situation analysis

Information

investigations

Formal research 

Testing of 

hypothesis 

Formal research

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 Characteristics  Scientific Method  Non-Scientific

Method 

Objectivity of the

investigator 

More objective –

results unbiased. More subjective – 

results biased

Systematic

procedure

systematic manner haphazard

manner 

Accuracy of measurement more accuratelymeasured cannot bemeasured

accurately

Continuing and

exhaustive nature of investigation 

All facts are

considered. Evidencesupports conclusion.

Does not

consider all facts.No further 

research Methods of analysis

and interpretation  statistical techniques

to analyze data.

No Statistics-

qualitative data 

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Difficulties in applying scientific

research methods in MR  

Greater complexity of subject -marketing isvery complex and diverse – uncontrollablefactorsDifficulty of obtaining accurate measurements -customer’s responses likesatisfactory, very satisfactory are difficult

to measure Influence of measurement process onresults- tough to measure behaviour of 

consumers 

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Difficulty of using experiments to test 

hypotheses- In marketing, experimentation is noteasy 

Difficulty of making accurate prediction -

human 

beahviour changes vary fast

Problematic objectivity of the investigator -Investigators may manipulate results rather thanpractically administering the questionnaire or conducting interviews

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Difficulties in applying research in

India

lack of scientific thinkinginsufficient interaction between the Universityresearch departments and business

establishmentsdo not have the confidence – information

research studies overlap

code of conduct does not exist

No timely and adequate assistance

In many cases published data is not available.