Abstract

Market research firms offer an essential service to their clients by providing information to reduce uncertainty in decision making. Research in the United States has identified techniques used by firms to generate such information. Similar research has provided limited insight to European research firms. However, little attention has been paid to these firms in Japan. Given the similarity of usage of practices between Japanese and U.S. market research firms, U.S. firms may be able to utilize Japanese market research firms to do research in Japan or the Pacific Rim.