To ensure the primary data they collected about consumer reactions to their product were accurate, the makers of Classic Toiletries hired a single research firm to visit certain cities in various countries. In the past, the company had used mail and telephone surveys by local companies in each country to gather data, but it was concerned about whom these companies were surveying and if they actually fit the demographic and lifestyle profiles of Classic's target market. Classic hired a new research firm to overcome the problem of ________ that can occur when collecting primary data in global markets.

Question

Quizplus · Accepted Answer

The passage states that Classic Toiletries was concerned about whether local companies in each country were surveying individuals who fit the demographic and lifestyle profiles of Classic's target market. This suggests that the company had experienced problems with unreliable sampling procedures in the past. By hiring a single research firm to visit certain cities in various countries, Classic Toiletries was trying to ensure that their primary data collection had more accurate sampling procedures.

To Ensure the Primary Data They Collected About Consumer Reactions