A template for conducting qualitative sales research in the Middle East

Abstract

Potential challenges in conducting international sales research, coupled with the lack of systematic guidance currently prevent western sales scholars from conducting research in emerging market contexts. The authors draw upon (a) their decade-long experience in conducting qualitative sales research in the Middle East (ME), as well as (b) depth interview data they collected specifically for this paper from eleven academics engaged in doing sales research in that region to propose a three-step framework for conducting qualitative sales research within the ME. The exclusivity of this framework to the ME context is rooted in its responsiveness to the unique elements and idiosyncrasies inherent within the ME culture. In addition to offering a systematic guidance, the framework implies that it is not the research expertise of the western scholars, but their ability to understand and respond to cultural nuances, and cultivate and employ soft skills such as communication, trust, relationship building, and/or mutual respect that may make or break their foray into conducting sales research in the ME markets.