The main problem with using marketing research to understand customer needs is that
A) the research may be biased.
B) the research may be outdated.
C) the research objectives may not match your objectives.
D) customers may not be able to articulate their needs.
E) the moderator may not follow the guide.

Question

Quizplus · Accepted Answer

Customers may not always be able to accurately articulate their needs, which can lead to misinterpretation or inaccurate information in marketing research.

The Main Problem with Using Marketing Research to Understand Customer