A manufacturer of food products is looking at entering several new markets in developing countries. Before it does this, the company wants to collect data on item and flavor preferences in these markets. It sends out a survey that has been accurately translated into the local language, but it still receives inconsistent results. In talking with a consulting firm, the manufacturer is informed that several of these countries have extremely high illiteracy rates and the survey answers may be only random guesses by the respondents. Which of the following problems associated with collecting primary data in global markets does this scenario exemplify?

Question

Quizplus · Accepted Answer

The scenario exemplifies the problem of insufficient comprehension because the survey may not be understood by the respondents due to high illiteracy rates in some of the countries, leading to inconsistent and potentially random responses.

A Manufacturer of Food Products Is Looking at Entering Several