A market research study of soft drink consumption and distribution in Hungary commissioned by an American company indicated that soft drinks were available in drugstores. However, Western-style drugstores do not exist in Hungary. This illustrates an important issue in global marketing research, namely:
A)inflated data.
B)using convenience samples.
C)market estimation by analogy.
D)comparability of data.
E)using multiple dimensional scaling.

Question

Quizplus · Accepted Answer

The issue highlighted is the comparability of data, as the concept of "drugstores" differs between Western countries and Hungary, leading to potential misunderstandings in the research findings.

A Market Research Study of Soft Drink Consumption and Distribution