Visual Research Methods for Understanding Emerging Markets: A Case Study of Nairobi, Kenya

By Lez Rayman-Bacchus, Steven Greenland, Lez Rayman-Bacchus and Steven Greenland.

Published by The Social Sciences Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Understanding society in emerging markets is often difficult due to shortcomings in the data resources available. Visual research examining the broader societal make up in a developing country is particularly helpful for enhancing understanding and is a useful supplement to other more traditional (non-visual) methods of data collection. This paper details a visual research study examining a cross section of 60 Nairobi households. The results suggest important factors that should be considered when trying to segment an emerging market and can help organisations and marketers gain a swift overview of societal composition in an emerging market.

Keywords: Visual Research Methods, Emerging Economy, Emerging Markets, Nairobi, Research Methodology, Research Design

International Journal of Interdisciplinary Social Sciences, Volume 1, Issue 6, pp.211-224. Article: Print (Spiral Bound). Article: Electronic (PDF File; 4.177MB).

Dr. Lez Rayman-Bacchus

Senior Lecturer, Strategy, Business School, London Metropolitan University, London, UK

Lez Rayman-Bacchus is a Senior Lecturer at London Metropolitan University. His main interests are in the concept and practice of corporate and competitive strategy, and in enabling students to develop a critical perspective. Lez’s teaching philosophy and research interests are influenced both by his varied teaching experience (previously with The Open University and University of Edinburgh) and his wide ranging international industrial experience, principally concerned with new business development.

Dr Steven Greenland

Senior Lecturer in Marketing and Social Research, Business School, London Metropolitan University, UK

Steve has worked on a wide range of commercial and academic service quality projects. Steve has recently moved back to the commercial world, managing a market research organization in East Africa.

Dr. Lez Rayman-Bacchus

Senior Lecturer, Strategy, Business School, London Metropolitan University, London, UK

Lez Rayman-Bacchus is a Senior Lecturer at London Metropolitan University. His main interests are in the concept and practice of corporate and competitive strategy, and in enabling students to develop a critical perspective. Lez’s teaching philosophy and research interests are influenced both by his varied teaching experience (previously with The Open University and University of Edinburgh) and his wide ranging international industrial experience, principally concerned with new business development.

Dr Steven Greenland

Senior Lecturer in Marketing and Social Research, Business School, London Metropolitan University, UK

Steve has worked on a wide range of commercial and academic service quality projects. Steve has recently moved back to the commercial world, managing a market research organization in East Africa.

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