Abstract:
This paper will argue that Qualitative research and Japan don't mix. That what goes by the name of qualitative research in Japan is, in many cases, something very different; a beast that has - in evolving to fit Japanese cultural assumptions, business reflexes and participant behaviours - been stripped of its ability to reveal consumer insight and provide real value. The paper will explore the reasons for this dichotomy and propose a new way forward for Japanese research that takes the best of both worlds.
This could also be of interest:
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Research Reports
Research report on Boots 17
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
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