When presenting research, the international marketer should:
A) show how research results relate to the original research objective and fit with overall corporate strategy.
B) pay the respondents in local currency to fulfill accuracy requirements.
C) gloss over insufficiently substantiated data by compiling a resource bin.
D) only portray the positive results.

Question

Quizplus · Accepted Answer

When presenting research, it is important to show how the research results relate to the original research objective and how they fit with the overall corporate strategy. This will help to demonstrate the value of the research and its relevance to the company's goals. It is not appropriate to pay respondents in local currency or to gloss over insufficiently substantiated data. Presenting only positive results is also not ethical or accurate.

When Presenting Research, the International Marketer Should