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Chinese Market Research

Introduction
Although it is a goldmine of opportunities, the Chinese market is sometimes difficult to crack. Even the most reliable market research methodologies do not always work. One major reason for the inconsistencies in research is that the Asian concept of truth is different from that of Western societies. Presenting information in a certain way so as to save face or maintain harmony is seen as being just as true as what we would perceive as true. (Cateora, et.al., ch. 5) This can present problems in researching consumer opinions unless handled delicately.
The sheer size of China's population makes dependable data very difficult to obtain, and the markets are also fragmented and diverse. For instance, there are over 1,000 breweries competing in China's beer market. (Oliver) Secondary data is available, but is often outdated, inaccurate, or comes from questionable origins. And because of a natural distrust of outsiders, businesses are often wary of participating in......


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Approximate Word Count: 786
Approximate Pages: 4 (250 words per double-spaced page)

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