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You're the new marketing manager for a small firm thatoffers computer repair services.

You’re the new marketing manager for a small firm thatoffers computer repair services. Thecompany’s owner approves your proposal for a telephone survey to learn moreabout the needs of firms that are not current customers. You identify local firms for the sample andhire a researcher to call them. Theinterviewer tells respondents that their answers will be anonymous and usedonly for research purposes. Abouthalfway through the data collection, the interviewer tells you that respondentsare confused by one of the questions and that their answers to that questionare probably useless. The questionconcerns the issue that is most important to your new boss. Do you admit the problem to others in yourcompany? If the sales manager asks forthe completed questionnaires, including all the names and responses, what wouldyou say? Defend your answer.

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HI Please... View the full answer


As a marketing manager, it is my duty to focus on the survey because it results is very important
for the company in taking the further decisions that can increase the sales and revenue of the...

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