Jambo Africa. A discussion on the challenges and diversity of third world research

The hypothesis of this paper is that current perceptions and practices on conducting market research in third world countries, and Africa specifically, are like putting a square peg into a deep, dark round hole.

Jambo Africa

A Discussion on the Challenges and Diversity of Third World Research

Jill BarnesTiger Foods, South AfricaSolveig ShapiroThe Qualitative Consultancy, South Africa

INTRODUCTION

“We will just ignore Nigeria because they don't know what they...