Abstract:

The main objective of this paper, therefore, is to show through a series of examples and specific applications how the Middle East Marketing Research Bureau has applied and adapted modern market research techniques and standards across the whole Middle Eastern region. The paper is divided into two parts: The first part deals with the different framework within which research company operates in developing countries and the implications these differences have on the tasks and duties the research company has to fulfil. The second part will show, through two case studies, the solutions and techniques adopted by MEMRB in order to ensure that universally accepted survey principles are successfully applied to the local social, economic, demographic and cultural conditions.