e视人苦 7 Characteristics of good mkt research Scientific method Research creativity Multiple methods Interdependence of models and data Value and cost of information Healthy skepticism Ethical marketing 2008-3-142008-3-14 4 7 Characteristics of Good Mkt Research • Scientific method • Research creativity • Multiple methods • Interdependence of models and data • Value and cost of information • Healthy skepticism • Ethical marketing