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Visual Research Methods for Understanding Emerging Markets: A Case Study of Nairobi, Kenya

Rayman-Bacchus, Lez and Greenland, Steven J. (2007). Visual Research Methods for Understanding Emerging Markets: A Case Study of Nairobi, Kenya. The International Journal of Interdisciplinary Social Sciences,1(6):211-224.

Document type: Journal Article
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Title Visual Research Methods for Understanding Emerging Markets: A Case Study of Nairobi, Kenya
Author Rayman-Bacchus, Lez
Greenland, Steven J.
Journal Name The International Journal of Interdisciplinary Social Sciences
Publication Date 2007
Volume Number 1
Issue Number 6
ISSN 1833-1882   (check CDU catalogue  open catalogue search in new window)
Start Page 211
End Page 224
Total Pages 14
Place of Publication United States of America
Publisher Common Ground Publishing
Abstract Understanding society in emerging markets is often difficult due to shortcomings in the data resources available. Visual research examining the broader societal make up in a developing country is particularly helpful for enhancing understanding and is a useful supplement to other more traditional (non-visual) methods of data collection. This paper details a visual research study examining a cross section of 60 Nairobi households. The results suggest important factors that should be considered when trying to segment an emerging market and can help organisations and marketers gain a swift overview of societal composition in an emerging market.
Keywords Visual Research Methods
Emerging Economy
Emerging Markets
Nairobi
Methodology
Research Design
Description for Link Link to publisher site
URL http://www.iji.cgpublisher.com/product/pub.88/prod.130
 
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Created: Mon, 05 Jun 2017, 15:25:12 CST by Marion Farram