chapter  9
Pages 70

Managers oen hire research rms or expect a research director at their media organization to conduct research to solve problems or help in conducting a market analysis. A manager who does not understand the research process or the important factors to consider in evaluating research is at a disadvantage. If a manager cannot evaluate the quality of information used to make a decision, that manager cannot tell whether the appropriate information is being used to solve a problem or make a decision.