FöRFATTARE
Prinsloo, Mélani

INSTITUTION
Industriell ekonomi och samhällsvetenskap / Industriell marknadsföring och e-handel

SAMMANFATTNING
The title of this thesis is “The South African Research Landscape: the use of traditional and alternative methodologies in addressing information shortages”. This thesis demonstrates the journey of a researcher working in and learning from the South African research landscape. The journey pays attention to the researcher’s realisation that traditional research is insufficient and unable to address the information shortages suffered in a developing country. Although one does in no way imply the disregarding of traditional research, alternative methodologies need to be developed and deployed in providing a country such as South Africa with the information required to at least maintain the progress that has been made in the last years.

Through this thesis the researcher therefore places two aspects on the table that can add to the success of South African businesses – firstly the optimisation of market oriented businesses through research insights gained using traditional research methodologies that are combined with customer lifestyle insights in under-developed markets gained from community-based participatory research projects.

ISSN 1402-1544 / ISRN LTU-DT--07/55--SE / NR 2007:55