McDonald's Was Involved in a Dispute in South Africa Over

Multiple Choice

McDonald's was involved in a dispute in South Africa over the rights to its valuable brand name in that fast emerging market. Part of the company's claim revolved around the recall of the McDonald's name among South Africans. In the two surveys the company conducted and provided as proof in the proceedings, the majority of those sampled had heard the company name and could recognize the logo. However, the Supreme Court judge hearing the case took a dim view of the evidence because the surveys were conducted in "posh, white" suburbs, whereas 79 percent of the South African population is black. In this example, which of the following issues is faced by McDonald's?

A) Difficulty in defining the research objective
B) Unwillingness of the respondents to reply to survey questions
C) Difficulty in translating the responses
D) Inappropriate sample selection
E) Lack of appropriate methods for analyzing the data