Marketing in Asia. Novel insights and approaches for research

Geoff Alford

In this paper, we discuss research into marketing in Asia at three different levels, and briefly describe recent studies: Research into Asian markets; e.g.

Marketing in Asia. Novel insights and approaches for research

Geoff Alford Monash University, Australia

Market research in business practice is often confused with doing group discussions and market surveys. Good research is fundamentally an intellectual activity, but it is often and especially confused with the tools and techniques for qualitative and quantitative data collection. This confusion is partly due to the structure of the market research industry, dominated by companies whose basic business is conducting group discussions and market surveys. And also, partly due to the pressure imposed by research buyers, who want the answers 'yesterday'. This is an...

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