Abstract:

This paper sets out to show how market research is seen by the major research buyers and users in Japan. It starts out by underlining the status of market research in Japan within the overall business context and explaining the background to this. Then, by examining data from a recent survey of research buyers, it seeks to determine how research may develop in this market, given the impact of the recent prolonged recession. For a variety of reasons, market research in Japan has developed along different lines and in a different way from the same profession in other developed economies. This is TRUE of many disciplines and in many fields, when comparing Japan's development with that of its western counterparts. The survey undertaken amongst over 100 of the major manufacturing and non-manufacturing companies in Japan, shows where research stands in the minds of the buyers today. It also shows how research may have changed both in its nature of supply/service and in its overall role in the business decision making process. From this study, as well as from knowledge of the market itself, a number of hypotheses/postulates have been put forward as to how research may be seen in the future. Much of the re-evaluation we feel can be put down to this recent recession which is/was (depending on your view at the time of writing) the longest recession Japan has suffered since the oil-crises of the early 70's. The impact of the recession has been to put significant stress on the fabric of the Japan economy. Many long held beliefs are being challenged and established practices scrutinised