Subsistence marketplaces, sometimes known as the base of the pyramid or BOP, are resource-poor communities mostly concentrated in developing countries. While traditionally viewed as difficult to do business in, some firms, entrepreneurs, and nonprofit organizations are choosing to address the...

This paper examines the challenges involved in the design and administration of experiments with low-literate adults in business research, and derives implications for subsistence marketplaces. A brief review of the research methods used for studying low-literate adults in business, as well as...