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:
◦ inflated data.
◦ using convenience samples.
◦ market estimation by analogy.
◦ using multiple dimensional scaling.
◦ comparability of data.