While conducting market research, you realize that only 40 percent of individuals are likely to re-purchase your product. Afraid this may hurt your chances of promotion, you report to your boss that 'at least 50 percent are likely to re-purchase.' This is a(n) ________ issue in marketing research.

Question

Quizplus · Accepted Answer

This is an ethical issue in marketing research because intentionally misrepresenting data to the boss or higher-ups is dishonest and goes against the principle of integrity in research. It is important to report accurate data to make informed decisions, and misrepresenting the data can have negative consequences for the company in the long run.

While Conducting Market Research, You Realize That Only 40 Percent