Researching the marginalised bottom of the pyramid in Africa: Lessons and prospects for inclusive, relevant practices

IF 2.4 4区 管理学 Q3 BUSINESS
Tendai Chikweche, James Lappeman, Paul Egan
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引用次数: 0

Abstract

Africa is home to 27 of the world’s 28 poorest, marginalised and most vulnerable countries. There are limited studies on the challenges and opportunities of researching marginalised consumers in Africa, even though more than 440 million marginalised consumers consume products and services that require market research. This paper aims to critically identify and discuss the challenges and opportunities for researching marginalised consumers in Africa using insights from empirical studies conducted in various countries between 2009 and 2022. The paper proposes a conceptual framework that outlines the methodological and operational challenges and enablers for market research and concludes with practical guidelines of considerations that researchers should take for researching the marginalised in Africa.
研究非洲被边缘化的金字塔底层:包容性相关实践的教训和前景
在世界上最贫穷、最边缘化和最脆弱的28个国家中,非洲占了27个。关于研究非洲边缘化消费者的挑战和机遇的研究有限,尽管超过4.4亿边缘化消费者所消费的产品和服务需要进行市场研究。本文旨在利用2009年至2022年间在各国进行的实证研究的见解,批判性地识别和讨论研究非洲边缘化消费者的挑战和机遇。这篇论文提出了一个概念框架,概述了市场研究的方法和操作挑战以及推动因素,并总结了研究人员在研究非洲边缘化群体时应该考虑的实际指导方针。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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