Methodological Issues in Social Science Research: Visual Methods in Knowledge Building

Dr. Lez Rayman-Bacchus
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Understanding society in emerging markets is often difficult due to shortcomings in the data resources available. Visual research examining the broader societal make up in a developing country is particularly helpful for enhancing understanding and is a useful supplement to other more traditional methods of data collection. This paper shows, through a study carried out in Nairobi, how visual research methods can enhance research quality and provide greater insight to social structure. The results suggest important factors that should be considered when trying to segment an emerging market and can help organisations and marketers gain a swift overview of society composition in an emerging market.

Keywords: Visual Research Method, Research Methodology, Qualitative Data Collection Method, Emerging Economies, Developing Countries
Stream: Research Methodologies, Quantitative and Qualitative Methods
Presentation Type: Paper Presentation in English
Paper: Visual Research Methods for Understanding Emerging Markets

Dr. Lez Rayman-Bacchus

Senior Lecturer, Strategy, Business School, London Metropolitan University
London, UK

Lez's professional experience can be characterized as a gradual transformation over more than twenty years, from being a practitioner with academic interests, to being an academic with practitioner experience and interests. As management practitioner he been working in ICT (information and communication technology) related competitive environments since the 1980s. His roles held in common developing and implementing new product-market strategies, working within multinational corporations with European, North American and Asian operations. His teaching and research interests and experience have grown out of, and overlapped with, his practitioner experiences. Since the late 1980s he has worked across the academic/practitioner divide, coaching peers in strategy development, and tutoring mature students on the Open University Business School MBA programme. This intermingling of practice and academic reflection has helped sharpen his contribution both to business success and academic development.

Ref: I06P0132