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.

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.



a) using an inappropriate sample

b) bias and distortion

c) trying to be objective about views and opinions

d) using in-house research departments

e) employing large research firms, such as Gallup



Answer: b) bias and distortion


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