The role of research in Japan's post-'bubble' era.

Paul H. Hasegawa and David McCallum

This paper sets out to show how market research is seen by the major research buyers and users in Japan.

The role of research in Japan's post-'bubble' era.

David McCallumandPaul H. HasegawaASI Market Research (Japan) Inc., Japan

INTRODUCTION

The overall purpose of this paper is to illustrate whether the recent, relatively severe recession in Japan and the changes that have ensued have changed the perception of the needs for and the value of research in a market where, for a variety of well-documented reasons, market research has not been held in particularly high regard.

To understand why, it is useful to take a look into some of the socio cultural issues, and so understand the reasons for...

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