A marketing research firm is collecting data for a client that sells cold weather apparel.The client is interested in potentially expanding to the Aleutian Islands.The research firm has written a survey for a group of English speaking target markets and they want to convert it to the Inuit Language.However, they are not aware that this language has many different words that mean snow which reflect the different types, and they select the wrong one to use on several questions which negatively impacts the responses they get.This shows the _______ problem that can occur when collecting primary data in global markets.

Question

Quizplus · Accepted Answer

The problem described in the scenario is an example of inaccurate language translation, as the wrong word for snow was selected in the Inuit Language, which led to negative impacts on the responses obtained from the survey.

A Marketing Research Firm Is Collecting Data for a Client