Marketing research in Japan: from its emergence to the present

The development of modern Japanese marketing research is described from its inception following the Second World War to the early years of the new millennium.
  

Marketing research in Japan: from its emergence to the present

Nicolaos E. SynodinosUniversity of Hawaii, USA

Kazuo KobayashiResearch International, Japan

Prior to the Second World War, Japan had few consumer choices, operating mostly as a production economy, and the people had little if any concept of social research (Nakahara 1963). Shizuno (1984) pointed to the lack of social and marketing research in Japan except for two 1932 surveys: one about radio listening by NHK (Nippon Hōsō Kyokai – Japan Broadcasting Corporation), and another on socio-political opinions by the monthly magazine Bungei-Shunju. Other notable exceptions...

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