Since marketing managers have to be able to evaluate research results, they should be involved in the design of research projects-even though they may not be research specialists.

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Marketing managers should be involved in the design of research projects so that they can understand how to evaluate research results and make informed decisions based on the findings. While they may not be research specialists, their input can help ensure that the research is relevant to their needs and objectives.

Since Marketing Managers Have to Be Able to Evaluate Research