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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