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Cultural difference - Different countries should have different culture, here is the example conducting research in different countries --- one company conduct supermarket research about SPAGHETTI in Italy, Germany ....however it shows that the result is Germany people like to buy SPAGHETTI more than Italy and make marketer have a wrong decision to put more business in Germany (Whats problem....?) The error of Cultural difference .... Finally it find out that Italian like to eat SPAGHETTI but they don't like to buy in smaller pack in supermarket, they like to buy bulk purchase in the store, so when collecting data or conducting research in foreign countries, Cultural difference is very important...
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