Marketing Research Needs of Less-Developed Countries: Standardization Versus Localization

Erdener Kaynak

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Despite the increased trading relationships between developed and less-developed countries, developed country firms do not still know how to collect reliable and effective data from LDC sources nor do they know how to treat the data being filtered through from their LDC contacts. On the other hand, for orderly decision making purposes managers need data and input. The purpose of this study is to describe both micro (firm specific) and macro (country specific) problems of collecting data in LDCs. An attempt is also made to enlighten the marketing managers of developed and LDCs about the optimum approaches used to eliminate the survey related difficulties while carrying out marketing research.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages160-164
Number of pages5
DOIs
StatePublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

All Science Journal Classification (ASJC) codes

  • Marketing
  • Strategy and Management

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