Marketing research and information technology innovation

Date of publication: June 15, 1997

Author: Kazuo Kobayashi


The paper describes the following: a short introduction of Japan’s marketing research industry; usage of and needs for marketing information and research including relationship marketing among research users; research user attitudes toward marketing information and research; and penetration of the Internet. Information on usage and needs for marketing information and penetration of the Internet is based on mail surveys conducted by the Japan Marketing Association every two years since 1988.

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