One of the reliability problems faced by a marketing researcher that seeks to do secondary research in a foreign market is that official statistics are sometimes too optimistic (e.g., reflecting national pride or politics rather than practical reality).

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In the case of secondary research, available data may not have the level of reliability necessary for confident decision making. One of the problems associated with such a data source is that official statistics are sometimes too optimistic, reflecting national pride rather than practical reality, also tax structures and fear of the tax collector often adversely affect data.

One of the Reliability Problems Faced by a Marketing Researcher