Market research challenges in emerging economies: What CIVETS demands when conducting market research

Conducting market research in emerging economies can be difficult for many reasons, such as social inequality, violence, inefficient transportation or poor communications infrastructure.

Market research challenges in emerging economies: What CIVETS demands when conducting market research

Catalina Mejía Rozo and Helga Mora SantamaríaYanHaas, Colombia

Introduction

Although the research task itself involves the challenges of the profession, such as localizing the target and designing appropriate gathering tools to obtain the required information, this becomes much more demanding in countries with high social inequality levels and where violence has become a historical constant along with poor road and communications infrastructures, making the task of survey research of any kind almost impossible.

Colombia is the perfect scenario to test the creativity and capacity...

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