EXAMINING THE PRACTICES OF UNITED-STATES AND JAPANESE MARKET-RESEARCHFIRMS

Market research firms offer an essential service to their clients by p roviding information to reduce uncertainty in decision making. Researc h in the United States has identified techniques used by firms to gene rate such information. Similar research has provided limited insight t o European research firms. However, little attention has been paid to these firms in Japan. Given the similarity of usage of practices betwe en 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.