Some Common Misunderstandings of marketing research It is about survey with questionnaire development and collection > It is about data analysis with statistical software, e.g SPSS. SAS. and lIsrEl > It is about statistical inference from data Only quantitative methods are scientific >It is objective, not subjective >It is substitute of theory or insight The implications of findings are self-evident O Copy rights reserved, Zou Deqiang3 3 © Copy rights reserved, Zou Deqiang Some Common Misunderstandings • … of marketing research ¾It is about survey with questionnaire development and collection ¾It is about data analysis with statistical software, e.g., SPSS, SAS, and LISREL ¾It is about statistical inference from data ¾Only quantitative methods are scientific ¾It is objective, not subjective ¾It is substitute of theory or insight ¾The implications of findings are self-evident