what are the characteristics of good marketing research?

Question

it is related with marketing research

Answer 1

QAndAGuy has a very strong explanation. I would modify one thing, though, and add another:

He talks about #3, making a good questionnaire. That wording unfortunately plays into a far too common practice/concept in corporate marketing that market research equals focus group or survey. Ethnographic interviews, which use open-ended discussion guided by the researcher's knowledge of the research goals, and observational research, which doesn't involve a lot of question-asking at all, are very powerful techniques in some situations and don't involve questionnaires.

I'd also add:
Match your research method with your research goals. This is a complicated point, but basically open-ended research techniques are generally appropriate when you're searching for new opportunities or when the question you're trying to answer is open-ended (e.g. What are people's unmet needs related to home cleaning, and how can we satisfy these needs with new products?). More closed-ended methods are better for choosing between known options (e.g. What combination of features will optimize profitability for this product?).

Answer 2

I'm not sure I can give the perfect list, but I would say from a set-up stand point:
1) focus on actionable results- begin with what you need to do at the end of the day (what decision do you need to make?) rather than what questions you need to ask.
2) an appropriate sample- make sure you are talking to the right people if you want the right answer. Figure out who you need to talk to very early on.
3) a good questionnaire- make sure you asked as few questions as possible and make those questions focused, precise and clear. Your goal is good information, not a test of the IQ of your respondents.
4) fielded well- make sure however you conduct the interviews you can feel good that you are getting good quality results and respondents

Compromise on the number of interviews but not the quality of interviews. While more is typically better (a bigger sample), the last thing you want is a lot of bad data. Take a smaller number of interviews if it means getting a higher quality end result.

Answer 3

Good marketing research has to be defined as measureable, defined in the terms of qualitative or quanitative, and testable. Marketing research is not easy but think through things like a scientist.