Life quality is a fundamental outcome of the macromarketing ethos, yet the majority of the world's population is impoverished. Consumers residing in war-ravaged transition economies are especially needy. Multiple-method fieldwork can enable macromarketers to collect data needed to affect policy change and thus to enhance life quality for some of these most destitute groups. The cases of rice production in Vietnam and explosive ordnance removal in the killing fields of Croatia, Bosnia-Herzegovina, and Cambodia are used to support the arguments presented.
Since all our tools are imperfect, it is all the more important to know their limitations.
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