Acceso usuarios
Phyllis Macfarlane
This Viewpoint looks at how market research skills can be developed in emerging economies and the challenges facing research in these distinct environments. Market research 'pioneers' in new markets faced situations where there was no MR development history or infrastructure and often they had to set about creating the MR resources required from scratch. There hasn't been a lot of opportunity to develop local methods and this means there is now a dilemma about how to develop skills that can face both old and new challenges. To address this problem we must: stop turning a blind eye to the real methodological problems that exist in emerging markets and support more training for these particular markets.
