Data-gathering tool in international market research
Course:- Operation Management
Reference No.:- EM131030221

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In most cases, standard data collection methods are still mail, phone, or personal interviewing. Tokyu Agency, Tokyo, a Japanese ad agency, has started using the internet to find out how Japanese youngsters spend their money and what their views are on various issues (e.g., the environment). What opportunities does the internet offer as a data-gathering tool in international market research? What are its merits and disadvantages in this regard?

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