Challenges of Researching Consumers in Emerging Markets

Research output: Chapter in Book/Report/Conference proceedingConference Paper published in Proceedingspeer-review


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.
Original languageEnglish
Title of host publicationANZMAC 2011 conference proceedings
Subtitle of host publicationMarketing in the Age of Consumerism : Jekyll or Hyde?
EditorsMartin MacCarthy, Dale Sanders
Number of pages7
ISBN (Print)9780646563305
Publication statusPublished - 2011
Externally publishedYes
EventANZMAC Conference 2011 - Perth, Australia
Duration: 28 Nov 201130 Nov 2011


ConferenceANZMAC Conference 2011


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