Final answer:
Marketing research is nonlinear due to its reliance on complex, subjective data about human behaviors and preferences, making it appear less systematic than the structured scientific method. The use of case studies and the interpretive framework required for understanding social trends contribute to its nonlinear nature.
Step-by-step explanation:
Marketing research is considered nonlinear because it deals with human behaviors, preferences, and qualitative data that are inherently unpredictable and complex. Unlike the scientific method, which may suggest a more structured approach, marketing research must adapt to new insights and patterns that emerge during the investigation. Moreover, surveys and questionnaires used in marketing are often aimed at understanding consumer preferences, which can produce a wide range of responses and lead to new, unexpected questions. The complexity and subjective nature of the data make it difficult to organize and tabulate, and therefore the research process often appears less systematic compared to other fields.
Case studies and observational research, common in marketing, rely on qualitative data and are influenced by specific contexts. As a result, findings may not be easily generalizable. Additionally, the incentives provided in surveys can bias the data, unlike in scientific research which aims for objectivity. Yet, to understand social trends and correlate them with business objectives, a certain degree of flexibility and an interpretive framework are required, thus accepting the nonlinear nature of marketing research.