Research methods for subsistence marketplaces

Sustainability Challenges and Solutions at the Base of the Pyramid: Business, Technology and the Poor

Volumn , Issue , 2017, Pages 242-260

  Viswanathan, Madhu ^a   Gau, Roland ^a   Chaturvedi, Avinish ^a  

^a UNIVERSITY OF ILLINOIS AT URBANA CHAMPAIGN   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 85076067918     PISSN: None     EISSN: None     Source Type: Book    
DOI: 10.4324/9781351279888-15     Document Type: Chapter

References (17)

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10. Spradley, J.P. (1979) The Ethnographic Interview (New York: Holt, Rinehart & Winston).
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12. Viswanathan, M. (2007) ‘Understanding Product and Market Interactions in Subsistence Marketplaces: A Study in South India’, in J. Rosa and M. Viswanathan (eds.), Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship beyond Literacy and Resource Barriers (Oxford, UK: Elsevier): 21-57.
13. Viswanathan, M. and R. Gau (2005) ‘Functional Illiteracy and Nutritional Education in the United States: A Research-Based Approach to the Development of Nutritional Education Materials for Functionally Illiterate Consumers’, Journal of Macromarketing 25.2: 187-201.
14. Viswanathan, M., S. Gajendiran and R. Venkatesan (2008a) ‘Understanding and Enabling Marketplace Literacy in Subsistence Contexts: The Development of a Consumer and Entrepreneurial Literacy Educational Programme in South India’, International Journal of Educational Development 28.3: 300-19.
15. Viswanathan, M., S. Gajendiran and R. Venkatesan (2008b) Enabling Consumer and Entrepreneurial Literacy in Subsistence Marketplaces: A Research-based Approach to Educational Programmes (New York: Springer).
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17. Viswanathan, M., S. Sridharan and R. Ritchie (2008) ‘Marketing in Subsistence Marketplaces’, in C. Wankel (ed.), Alleviating Poverty through Business Strategy (New York: Palgrave Macmillan).