Abstract
Marketing research is particularly important in a developing country context in order to understand the consumer who is operating within an extremely complex and versatile marketing environment. At the same time, the successful undertaking of marketing research in developing countries is usually particularly hazardous too, so that whilst there is an obvious need for more good research, there are also enormous barriers to achieving it.
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© 1988 Joanna Kinsey
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Kinsey, J. (1988). Marketing research in developing countries. In: Marketing in Developing Countries. Macmillan Studies in Marketing Management. Palgrave, London. https://doi.org/10.1007/978-1-349-19147-5_4
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DOI: https://doi.org/10.1007/978-1-349-19147-5_4
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-42116-1
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