Marketing research in Saudi Arabia
Date
1988
Authors
Tuncalp, Seçil
Editor(s)
Advisor
Supervisor
Co-Advisor
Co-Supervisor
Instructor
Source Title
European Journal of Marketing
Print ISSN
0309-0566
Electronic ISSN
1758-7123
Publisher
Emerald
Volume
22
Issue
5
Pages
15 - 22
Language
English
Type
Journal Title
Journal ISSN
Volume Title
Series
Abstract
The marketing research scene in Saudi Arabia is investigated, where a number of environmental factors make marketing research a formidable undertaking. Cultural factors, such as language, religion and social etiquettes, hamper questionnaire surveys. As sampling frames and accurate maps are not available, probabilistic samples are difficult to construct. The private nature of the local people hinders data collection. In addition, the number of public and private sector organisations with research capabilities are few. Some secondary sources of information in the public sector exist. In light of recent interest in information, the future prospects for a wider diffusion of marketing research in Saudi Arabia look bright.