When presenting research, the international marketer should:
A)show how research results fit with overall corporate strategy.
B)pay the respondents in local currency to fulfil accuracy requirements.
C)indicate insufficiently substantiated data through use of a resource bin.
D)only portray positive results.

Question

Quizplus · Accepted Answer

Showing how research results fit with overall corporate strategy is essential in order to demonstrate the value and relevance of the research to the organization. It also helps to ensure that the research findings can be effectively integrated into decision-making processes.

Option B is not necessary as respondents should be paid based on the standard market rate rather than local currency to ensure fairness and accuracy.

Option C is not recommended as it is important to thoroughly vet and analyze all data before presenting it, rather than discarding it altogether.

Option D is unethical as it involves selectively presenting data to support a specific outcome or viewpoint, rather than objectively presenting all relevant results.

When Presenting Research, the International Marketer Should