Which of the following characteristics of good marketing research keeps researchers alert to the problems caused by "marketing myths"?
A) research creativity
B) ethical marketing
C) healthy skepticism
D) the scientific method
E) multiple methods

Question

Quizplus · Accepted Answer

Healthy skepticism refers to the ability to approach marketing research with a critical eye and question the validity of commonly held beliefs or "marketing myths." It helps researchers to avoid confirmation bias and ensure that their findings are based on evidence and not preconceptions.

Which of the Following Characteristics of Good Marketing Research Keeps