In researching emerging markets, anthropology often trumps statistics

For reasons primarily associated with the reliability of the data it generates, the timeliness with which it can be produced (and hence its relevance) and its limitations in handling context-sensitive issues, market research in emerging markets that relies too heavily on quantitative methodologies has considerable limitations.

In researching emerging markets, anthropology often trumps statistics

Christopher Hylton Ftizroy Nailer

Australian National University

Bruce William Stening

Peking University

Marina Yue Zhang

UNSW Australia, Canberra

Introduction

We live in a world where business decisions are increasingly driven by quantitative data. This has been a progressive phenomenon finding its current apex in Big Data, where the capacity exists not just to gather and store large amounts of data, but also to analyse it in ways hitherto impossible. Through its power to reveal patterns in data that would otherwise be hidden, it is argued to be as potentially revolutionary as the...

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