The marketing manager for Brand A Razors, a strong national brand, believes he knows how customers will react to a new product offering, but he conducts market research so that he can provide justification for this new product. This cannot be considered quality market research because it ________.

Question

Quizplus · Accepted Answer

Quality market research requires impartial and objective data collection to ensure the validity and reliability of the information gathered. The fact that the marketing manager for Brand A Razors already believes he knows how customers will react means that his judgment may bias the research results, making it less objective and unbiased.

The Marketing Manager for Brand a Razors, a Strong National