@inbook{2d34909333a6425b867cbca9c4396930,
title = "Marketing Research Needs of Less-Developed Countries: Standardization Versus Localization",
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.",
author = "Erdener Kaynak",
note = "Publisher Copyright: {\textcopyright} 2015, Academy of Marketing Science.",
year = "2015",
doi = "10.1007/978-3-319-16973-6_34",
language = "English (US)",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "160--164",
booktitle = "Developments in Marketing Science",
address = "United States",
}