Knowledge is scarce

Date of publication: March 1, 1996

Company: Procter & Gamble

Author: Tim Swift

Abstract:

This paper argues that qualitative research can be carried out in Saudi Arabia in the same depth as in the West. Qualitative research can produce the same insight and "feel" for a product that has added so much value to marketing strategies elsewhere. However, getting the quality that is available in the West is not easy. It takes an excellent moderator, with the ability to constructively challenge clients, who is knowledgeable in marketing and business, and well grounded in the Arabic culture. There are not many moderators in Saudi Arabia who have all these qualities. Qualitative research also takes more planning up front, closer management during the project, and more analysis on the back end to get the same results.

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