Is it ethical to change the actual findings of the marketing research report?
It is most unethical to change the findings of a market research study. it simply defeats the very purpose of Market Research, which is to find out the reality as it exists. this is so regardless of whether the client likes it or not. most clients would not be so foolish as to have an opinion in preference to the facts. even if one does come across one such client one needs to retain ones own self respect by adhering to sound professional ethics, which most clients do appreciate and in fact expect. the consequences of doctored findings, as these are known in the profession, to the client company can be disastrous as many of their marketing decisions, vital ones perhaps, may be based on falsehood.
