The marketing management team of Superior Foods Inc. hired a research firm to collect preference data from consumers in several former Soviet Bloc countries. However, the researchers struggled to get these data, especially from older citizens who were afraid that the information would be used against them, as it had been when they were under a Communist government. Which of the following problems associated with collecting primary data in global markets does this scenario exemplify?
A. limited access
B. inaccurate language translation
C. Insufficient comprehension
D. unwillingness to respond
E. unreliable sampling procedures
Answer: D
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