Final answer:
The key difference between single-country market research and global market research is the importance of comparability.
Step-by-step explanation:
A key difference between single-country market research and global market research is the importance of comparability. In single-country market research, comparability may not be as crucial, as the focus is primarily on understanding the specific market dynamics within that country. However, in global market research, comparability becomes essential because it allows researchers to make meaningful comparisons between different countries or markets.
For example, when conducting global market research, it is important to compare data on consumer preferences, buying behavior, and market trends across different countries. This helps businesses identify similarities and differences between markets and make informed decisions about entering new markets or adapting their products and marketing strategies for different countries.
Without comparability, global market research would not provide accurate and reliable insights for decision-making, as the context and factors influencing consumer behavior vary widely between countries.