Users' Attitudes Toward Return On Marketing Research - Characteristics of the market research industry in Japan

Kazuo Kobayashi

This paper describes the following: a short introduction of Japan’s marketing research industry; future needs for marketing information among research users in Japanese leading companies; research users’ attitudes toward marketing research and marketing research data; research users’ response to ROI on marketing research.

Users' Attitudes Toward Return on Marketing Research

Characteristics of the Market Research Industry in Japan

Kazuo KobayashiResearch International Japan and the Japan Marketing Research Association, Fukushima University, Japan

JAPAN'S MARKETING RESEARCH INDUSTRY

The size of the market for marketing research in Japan was estimated by ESOMAR as US$1,164 million, or approximately 6% of the world total and 45% of the Asia Pacific region.

The size is significant, however, compared with Japan's share of world GDP or even with its population, the marketing research industry in Japan is still far behind those in the United States, most European countries, Australia,...

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