Some attributes of marketing research are:
- It follows predefined objectives so insights stay focused on solving specific market questions.
- It uses verified information sources so collected data does not mislead decisions.
- It explains why customers act in certain ways by studying actual market responses.
- It shifts between primary and secondary research to access different levels of detail.
- It allows results to be reviewed and repeated to confirm accuracy before use.
Check out points on characteristics of marketing research for more information.