A market research firm is collecting data for a client that sells cold weather apparel.The client is interested in potentially expanding to the Aleutian Islands.The research firm has written a survey for a group of English-speaking target markets and wants to convert it to the Inuit language.However,the firm is not aware that the Inuit language has many different words that mean "snow" and it uses the wrong word in several questions,negatively impacting the responses.This shows the _______ problem that can occur when collecting primary data in global markets.

Question

Quizplus · Accepted Answer

Word usage changes dramatically around the world. In the United States and Western Europe, "family" generally refers to the immediate family unit, including a father, mother, and their children, while in many Latin and Asian cultures "family" almost always includes the extended family, including all aunts, uncles, cousins, and grandparents. When a survey asks about family members, then, the responses could vary dramatically.

A Market Research Firm Is Collecting Data for a Client