There is some concern that marketing research has been used incorrectly by some firms. The major problem comes from ____ because the researcher wants to obtain favorable results.

Question

Quizplus · Accepted Answer

Bias and distortion in marketing research can occur when the researcher intentionally or unintentionally manipulates the research process or data to obtain favorable results for the client. This can lead to incorrect conclusions and decisions being made based on flawed data. The use of inappropriate samples, in-house research departments, or large research firms are not necessarily problematic if the research is conducted in an unbiased and objective manner. Trying to be objective about views and opinions is actually desirable in marketing research, and it is the responsibility of the researcher to minimize any potential biases or distortions.

There Is Some Concern That Marketing Research Has Been Used