ABSTRACT
This chapter discusses an example of telephone market research in eastern Ukraine and presents some of the difficulties facing the market researcher there. D. Aldridge reviews some of the major difficulties in doing research in developing countries in the context of the applicability of sophisticated research techniques in those countries. The most recent available personal phone directory dated from the 1973. While a personal phone directory may exist for Kiev, the lack of such directories is true of most of Ukraine. Using the add-a-digit approach was successful in generating an apparently random list of phone numbers, the majority of which appear to be consumer numbers. The mail delivery system can be a problem. Receiving mail is a novelty, and recipients would probably be willing to respond. However, it should be noted that given the relatively low wealth levels, the mailer is faced with the dilemma of including a stamped reply envelope.
