Carter Toys, the U.S.-based manufacturer of the popular PollyDolly, feels that a strong sales potential exists for the doll in foreign markets. The management has identified the selection of suitable foreign country markets as being its first priority. Worldwide Research Corp. has been employed to conduct a survey of the three countries that are currently under consideration: The United Kingdom, Japan, and Kenya.
a. Can the same questionnaire be used to survey all three countries? Give reasons for your answer.
b. What factors must be considered in selecting a suitable scale to be used in each country?
c. Recommend the most suitable scale for use in each country.