与美国和西欧公司不同,大部分日本企业不太重视大规模的市场调查和其他定量的市场研究方法,而更重视直接的凋查方法。 现场收集信息 日本公司管理人员非常重视实地调查。他们认为,亲自深入现场取得第一手材料能使自己对市场有更加透彻的认识。这种认识不能从大规模的消费者调查和定量研究方法中取得。比如,为了获得准确适用的产品信息,他们会直接到批发 Unlike U.S. and Western European companies, most Japanese companies do not place much emphasis on large-scale market research and other quantitative market research methods, but place more emphasis on direct methods of survey. Collecting information at the site Japanese company managers attach great importance to field surveys. They believe that personally gaining first-hand material in-depth at the scene will enable them to have a more thorough understanding of the market. This understanding cannot be obtained from large-scale consumer surveys and quantitative research methods. For example, to obtain accurate and applicable product information, they will go directly to the wholesale