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Challenges of Researching Consumers in Emerging Markets

Greenland, Steven J. (2011). Challenges of Researching Consumers in Emerging Markets. In: MacCarthy, Martin and Sanders, Dale ANZMAC Conference 2011, Perth, W.A., 28-30 November 2011.

Document type: Conference Paper
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Author Greenland, Steven J.
Title Challenges of Researching Consumers in Emerging Markets
Conference Name ANZMAC Conference 2011
Conference Location Perth, W.A.
Conference Dates 28-30 November 2011
Conference Publication Title ANZMAC 2011 conference proceedings : Marketing in the Age of Consumerism : Jekyll or Hyde?
Editor MacCarthy, Martin
Sanders, Dale
Place of Publication Perth, W.A.
Publisher ANZMAC
Publication Year 2011
ISBN 9780646563305   (check CDU catalogue open catalogue search in new window)
Total Pages 7
Field of Research 1505 - Marketing
Abstract 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.
Keyword Emerging
Developing
International
marketing
Research
Description for Link Link to conference paper
URL http://pandora.nla.gov.au/pan/25410/20120307-1501/anzmac.info/conference/2011/Papers%20by%20Presenting%20Author/Greenland%2c%20Steven%20Paper%20046.pdf
 
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