• A colleague of yours approaches you excitedly-a recent series of focus groups among target consumers reacted favorably toward her new product concept. She is going to go to her superiors and ask that they allocate $500,000 toward new product development. What cautionary advice might you give her regarding the research she has performed?
• The results of a quantitative survey come back mixed. In some aspects, the research supports your plans, but in other aspects it does not. You are under pressure to deliver soon. You are considering only sharing the parts of the research that support your plan with upper management. What should you do?