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Marketing Research

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(1)How can an unethical researcher manipulate a presentation? Why would they do this? Have you ever encountered anything like this?

(2)What is the difference between a rating and a ranking? Which best for attitude measurement? Why?

(3)Review the quote from Albert Einstein on the 'Welcome' page:

"Not everything that counts can be counted, and not everything that can be counted counts." ---Albert Einstein

Explain why this is important to keep in mind...as both a researcher and as a marketing manager with research needs.

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Marketing Research is discussed very comprehensively in this explanation..

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(1)How can an unethical researcher manipulate a presentation? Why would they do this? Have you ever encountered anything like this?

An unethical marketing researcher can manipulate a presentation in several ways. He can highlight some of the findings and can fine-print some of the other aspects of the results of the marketing research. For instance, he may stress on the untapped demand in some area whereas equally untapped demand in some other area is not mentioned in the presentation. The third method is highlighting the result that favors the company. Such manipulation is done to direct the activities of the marketer in a particular direction. Usually, there is collusion with a competitor that leads to manipulation. Highlighting the results that the company expected is done to make the company feel that the marketing research was worth the money. I have personally come across a marketing researcher ...

Solution provided by:
Hatim Baxamusa, MBA
Education
  • BSc , University of Calcutta
  • MBA, Eastern Institute for Integrated Learning in Management
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