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

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


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