Posted: July 15th, 2015

Ethical Issues

Suppose your boss came to you, the one marketing researcher at your company, with what he thinks

is a great idea for a new product. He tells you to do the marketing research that will show how great

his idea is. However, when you conduct the research, it becomes evident that this is only a good idea

in your boss’s mind. The results of your study clearly show that the consumers you talked to will not

buy this new product. What do you tell your boss? What are some of the ethical issues you face when

deciding what to tell your boss?

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