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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/215373
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- Challenges of researching consumers in emerging markets
- Greenland, Steven J.
- International marketing research has increased substantially as companies seek global growth opportunities. Developing economies are frequently central to this endeavour since they offer the greatest potential for future expansion. However, marketing research in emerging markets is particularly challenging. While there is an expanding body of literature on international marketing research, comparatively little focuses on the market research industry practitioners. Furthermore few studies examine the challenges of market research in Africa. This paper helps redress this imbalance. Qualitative interviews with professionals working in Africa's market research industry reveal a complexity of issues. It is important for practitioners to appreciate these challenges so that research projects can be designed to overcome them.
- Publication type
- Conference paper
- Research centre
- Swinburne University of Technology
- Proceedings of 'Marketing in the age of consumerism: Jekyll or Hyde?', the Australian and New Zealand Marketing Academy Conference (ANZMAC 2011), Perth, Western Australia, Australia, 28-30 November 2011 / Martin MacCarthy and Dale Sanders (eds.)
- Publication year
- Africa; Consumers; Challenges; Emerging markets; Market research
- Australian and New Zealand Marketing Academy
- Publisher URL
- Copyright © 2011 The author. Published version reproduced here with the kind permission of the publisher.
- Full text
- Peer reviewed