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| Author: | Schnee, N. |
| Title: | Quality Research: Going beyond the obvious |
| Journal: | Journal of Advertising Research
1988 : FEB/MARCH, VOL. 28:1, p.RC 9-12 |
| Index terms: | MARKET RESEARCH RESEARCH ANALYSIS SCIENTIFIC RESEARCH |
| Language: | eng |
| Abstract: | High quality research can be recognized by the presence of the following criteria. A serendipitous finding is the first signal. The search for inconsistencies in the data is the second. The refusal to ignore complexities in design or interpretation is the third criterion. The fourth signal of quality is a search for data that refute "accepted" truths. The clear statement of data and conclusions is the last signal. |
SCIMA