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.This shows the _______ problem that can occur when collecting primary data in global markets.

Question

Quizplus · Accepted Answer

In many parts of the world illiteracy rates are high, which rules out most survey methodology . In addition, some countries use multiple languages, making translation costly and increasing the likelihood of mistranslation.

A Manufacturer of Food Products Is Looking at Entering Several