Abstract:

This paper describes the application of qualitative research in a project to investigate the existing market and the potential for gold jewellery in the Middle East. The first section sets outs the background to the project and the objectives. Then the choice of methodology and the reasons for the choice are given, together with a description of the special considerations and adaptations required for conducting research in the Middle East countries, taking into account the religious, social and cultural conditions compared to Western Europe. Key results from the research project are sat out in the following, in which the behaviour of women in acquiring gold jewellery is described, together with their attitudes towards possessing and wearing it. The final section of the paper demonstrates the need for advertisers to understand and take into account women's attitudes towards gold jewellery, whilst at the same time respecting the religious and cultural background of Middle East society.