Marketing - What Distorts the Results of Marketing Research

The video discusses the importance of data in marketing decisions and the potential pitfalls that can distort results. It covers sampling error, question wording, data quality issues, validity concerns, and biases from researchers and managers. These factors can lead to inaccurate data interpretation, affecting decision-making. The video emphasizes the need to avoid these issues for optimal outcomes.

Explain the concept of validity in the context of data collection.

What is researcher bias and how can it impact data interpretation?