Question

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

Answer 1

Question Options:

A. defining the research problem

B. storage of data

C. willingness to respond

D. comparability of data

E. communicating the results

Answer: Maureen is most likely to face the problem of COMPARABILITY OF DATA.

Explanation: Comparability refers to an "array of sampling and analysis characteristics that individually may or may not be comparable when contrasting two different sampling/analytical procedures and their results."

Data comparability is used to describe the quality of data gotten from a research.

Maureen is most likely to face the problem of data comparability because the data gotten that is provided by independent market research agencies can not be checked for "quality".