If a Marketing Researcher Were to Use Careful Observation, Hypotheses

Multiple Choice

If a marketing researcher were to use careful observation, hypotheses, prediction, and testing to ensure that his or her marketing research efforts were of the highest quality, the researcher would have then used ________ characteristic of good marketing research to assist in the research effort.

A) ethical marketing
B) the scientific method
C) interdependence of models and data
D) multiple methods
E) research creativity