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Chapter 20

Chapter 20. Middle East and Africa. Conducting primary research in the Middle East Mainly observation and sample surveys Sanction from authorities required Focus groups and door-to-door interviewing not very effective. Conducting primary research in the

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Chapter 20

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  1. Chapter 20 Middle East and Africa

  2. Conducting primary research in the • Middle East • Mainly observation and sample surveys • Sanction from authorities required • Focus groups and door-to-door interviewing not • very effective

  3. Conducting primary research in the • Middle East (contd) • Many different dialects • Translating verbal and non-verbal cues • important • High percentage of foreigners

  4. Secondary data sources in the • Middle East • Government publications • Commercial databases • Non-government agencies • Overseas sources

  5. Secondary data sources in the • Middle East (contd) • Universities and research institutions • Newspapers and magazines • Miscellaneous sources

  6. Saudi Arabia

  7. Country Characteristics • Population: 20,087,965 (July 1997 est) • Land Area: 1,960,582 sq. km • Languages: Arabic • Literacy Rate: 62.8% • Religion: Muslim • GDP: Purchasing power parity: $205.6 trillion (1996 est.) • GDP per capita: Purchasing power parity: $10,600 (1996 est) • GDP real growth rate: 6% (1996 est.) • Inflation rate: Consumer Price Index: 1 % (1996 est.)

  8. CulturalCharacteristics • Religion complements the Arab way of life • Time is a major commodity but patience is a virtue • Arabs are considered to be people of great emotional depth who believe in expressing their loyalty and friendship as key to an ongoing relationship • The concept of the “individual” is very important in Arab culture. One cannot lose face or ruin his family’s name in the process of dealing with others • Negotiating is considered part of the average business deal • Non-verbal communication is especially complicated in Saudi Arabia • The role of women in business has been steadily increasing

  9. Conducting Market Research in Africa • Conducting Market Research in Africa requires a through analysis of the reach into the continents several countries • The polarization that exists in the continent makes the following difficult: • Actual research • analysis and interpretation • applicability • Standardized strategies will not be effective in this continent

  10. South Africa

  11. CountryCharacteristics • Population: 42,327,458 (July 1997 est) • Land Area: 1,209,912q. km • Languages: 11 official languages including Afrikaans, English, Ndebele, Pedi, Sotho, Swazi, Tsonga, Tswana, Xhosa and Zulu • Literacy Rate: 81.8% • Religion: Christian (68%), Muslim (2%), Hindu (1.5%) traditional and animistic (28.5%) • GDP: Purchasing power parity: $227 billion (1996 est.) • GDP per capita: Purchasing power parity: $5,400 (1996 est) • GDP real growth rate: 3% (1996 est.) • Inflation rate: Consumer Price Index: 9 % (1996 est.)

  12. Market Research Analysis • The most reliable sources of information are those compiled by multinational corporations and international organizations. However information is dated and hence not reliable • Conducting personal interviews with probes as well as focus groups would be a good option when dealing with such a variegated population as that of South Africa • Telephone: An effective but costly and unreliable means to obtain consumer response. Inconsistency and poor infrastructure may prove to be an impediment (only 25% African households have telephones as compared to 93% of white households) • Mail: Intrinsically linked with the literacy rate which varies from region to region, mailing is not reliable

  13. Problems in Conducting Research in South Africa • Political uncertainty infiltrates into every research undertaken, although the region is becoming increasingly stable • There are 11 official languages and these tend to be vernacular/dialects, hence the researcher would have to fix the conceptual aspect and then adjust it in order to be able to convey the same idea and try to eliminate bias introduced in translation • Also when targeting the African population, it would be necessary to consider the rural-urban settlements

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