A manufacturer of food products is looking at entering several new markets in developing countries.Before they do this, they want to collect data on item and flavor preferences in these markets.They send out a survey that has been accurately translated into the local language, but they still receive inconsistent results.In talking with a consulting firm, they are informed that several of these countries have extremely high illiteracy rates and the survey answers may just be random guesses by the respondents.This shows the _______ problem that can occur when collecting primary data in global markets.

Question

Quizplus · Accepted Answer

The inconsistent results obtained from the survey suggest that the respondents may have had insufficient comprehension of the questions due to their high illiteracy rates despite accurate translation. Therefore, the problem in collecting primary data in these markets is insufficient comprehension.

A Manufacturer of Food Products Is Looking at Entering Several