Assignment:
Question 1. How do we deal with a situation where our sponsor has developed a certain position (hypothesis) and we have data that disproves the position?
Question 2. New product research is one of the key uses of marketing research. There are many elements of new product development that research can help with beyond the go, no go decision. How important is our information here? Have you ever heard of any products that never made it to market due to good research?