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

Question

Quizplus · Accepted Answer

In this case, Harry would most likely face the problem of comparability of data. The problems associated with the use of secondary data include its availability, reliability, and comparability. Comparability of data can even be a problem when the best commercial research firms collect data across countries, and managers are well advised to query their vendors about this problem.

Harry Leads the International Marketing Department of Myfone, a Smartphone