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CHARACTERISTICS OF MARKETING RESEARCH

CHARACTERISTICS OF MARKETING RESEARCH 

1. The nature of marketing research is curative one. The need for marketing research is felt when a company is facing any specific marketing problems.

2. Marketing research is used to eliminate possible risk of specific problems.

3. Marketing research is scientific in nature. It is carried out in a systematic manner in place of haphazard or hit and miss manner.

4. Marketing research contains objectivity rather than subjectivity. It means that the investigations in marketing research are not carried out to prove a prior findings nor is it intentionally slanted to arrive at predetermined conclusions.

5. Marketing research is based on data, facts and information. Thus, marketing research is a search for data which are associated or relevant to a marketing problems.

6. Marketing research may relate to any problem or difficulty in marketing operations.

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