Is Internet research viable in Egypt now?
El-Ganady: Absolutely. An increasing number of clients and suppliers using it. QMRR: What are some of the cultural factors to consider when doing research in Egypt? El-Ganady: There are a lot. One of the main mistakes made by Europeans or Americans doing research in developing markets is that they tend to apply the same techniques as they use in their own countries. But here we have a huge number of social and cultural factors to consider, such as the illiteracy rate, which is quite high. We have a low level of education; even those who are educated, their level of education is not the same as in other countries. The religious and political factors also come into consideration. QMRR: Does the threat of terrorism hamper the research process? El-Ganady: I don’t think terrorism has any bearing of the choice of market research techniques or the way research is being done. QMRR: What advice would you give to U.S. marketers who are considering conducting research in Egypt? El-Ganady: They ha
