A market research study of soft drink consumption and distribution in Hungary commissioned by an American company indicated that soft drinks were available in drugstores.However,Western-style drugstores do not exist in Hungary.This illustrates an important issue in global marketing research,namely:
A)inflated data.
B)using convenience samples.
C)market estimation by analogy.
D)comparability of data.
E)using multidimensional scaling.

Question

Quizplus · Accepted Answer

The issue illustrated is the comparability of data, as the concept of "drugstores" does not translate directly between the American context and the Hungarian context, leading to potential misunderstandings or inaccuracies in interpreting market research data across different cultural or national environments.

A Market Research Study of Soft Drink Consumption and Distribution