East meets West - Bringing two perspectives together

Patricia Blau and Susanne Wieners-Schlupkothen

This article is a comparison of Eastern and Western cultural attitudes and how they affect market research in Asian countries.

East meets west: Bringing two perspectives together

Patricia Blau and Susanne Wieners-SchlupkothenGIM, Germany

INTRODUCTION

Asia is often perceived as the most 'exciting' region for conducting market research – at least by 'Westerners' 1But what actually makes it so exciting? What is it that makes the difference compared to research in other parts of the world? Firstly, the sheer potential of Asian markets is surely reason enough for excitement on behalf of marketing and market research teams. Secondly, what excites Western clients and research institutes alike about market research in Asia is that it retains the...

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