Maureen leads the international marketing department of Mayfone, a smartphone manufacturer. Mayfone has recently decided to expand its presence in Ecuador. As part of the marketing research effort, Maureen has decided to use data on competitors provided by independent market research agencies located in Ecuador. In the context of assimilating secondary data, which of the following problems is Maureen most likely to face?

Question

Quizplus · Accepted Answer

When using secondary data, especially from different geographic locations or sources, the comparability of data can be a significant issue. This is because the data might have been collected using different methodologies, definitions, or even in different time periods, making direct comparisons challenging.

Maureen Leads the International Marketing Department of Mayfone, a Smartphone