Conducting field research in subsistence markets, with an application to market orientation in the context of Ethiopian pastoralists

The typical characteristics of subsistence markets challenge not only the generalizability of marketing theories but also the applicability and validity of the field research methods generally practiced by marketing researchers. This article discusses challenges inherent to field research in subsistence markets that may influence bias and equivalence. Moreover, it illustrates these challenges with a study of the market orientation–performance relationship in pastoralist subsistence markets in Ethiopia. Consistent with the market orientation framework, the study's findings suggest that creating value for customers should be a primary concern in subsistence markets, similar to high-income markets. This study provides practical guidance for future studies testing marketing theories in subsistence contexts.

► The study reviews how subsistence market conditions influence bias and equivalence.
► The study provides recommendations on how to deal with these biases.
► Presents a field study on market orientation-performance of Ethiopian pastoralists.
► Unlike competitor orientation, customer orientation strengthens performance.
► The impact of interfunctional coordination is contingent on network density.