About the JMRA

About the JMRA

Established Fed 14th, 1975

Our Mission

The Japan Marketing Research Association was established with the aim of working towards the healthy development of marketing research, which should in turn contribute, to the growth of the Japanese economy and the improvement of the lives of the Japanese people. This is to be done through the establishment of a marketing research code of ethics. All research companies should enforce this by providing staff training and raising the overall level of professional expertise.

JMRA'S PROBLEM SOLVING SUPPORT FOR THE MARKETING RESEARCH INDUSTRY

How has marketing research contributed to the development of marketing in Japan?
Marketing was introduced to Japan from the USA in the 1950s and in the beginning focused on new product development and advertising based on marketing research. The further development of marketing has been propelled by the need to react to arising mew demands, such as the organization of distribution into affiliations, changes in the distribution system, product differentiation, sales promotion, area marketing, lifestyle research, development of new technologies and new products, CI strategies, corporate reform, developing new lines of business, retail support, sales by proposition, consumer satisfaction etc. and the necessity to grapple with issues in various functional areas.
Marketing research has played an important role in supporting these marketing activities. Thus, the history of marketing in Japan can be termed the history of marketing research in Japan.

How has marketing research contributed to the development of marketing in Japan?
Marketing was introduced to Japan from the USA in the 1950s and in the beginning focused on new product development and advertising based on marketing research. The further development of marketing has been propelled by the need to react to arising mew demands, such as the organization of distribution into affiliations, changes in the distribution system, product differentiation, sales promotion, area marketing, lifestyle research, development of new technologies and new products, CI strategies, corporate reform, developing new lines of business, retail support, sales by proposition, consumer satisfaction etc. and the necessity to grapple with issues in various functional areas.
Marketing research has played an important role in supporting these marketing activities. Thus, the history of marketing in Japan can be termed the history of marketing research in Japan.

How have JMRA activities contributed to the formation of the research industry and the establishment of its reputation?
Marketing research is based on a relationship of trust between the clients in need of research, the research agency conducting the research, and the survey objects who provide information in good faith. Parallel to the expansion of the social function of marketing research, the relationship between these three parties has to be maintained and strengthened.
Marketing research depends on public reliance that research is carried out fairly, and objectively. Research must be done without going into private lives and disadvantaging survey respondents. Also, it relies on spontaneous cooperation by survey respondents. This reliance has to be guaranteed by the " code of conduct of marketing research" which regulates the marketing research field.
Regrettably, however, occasional complaints are still voiced about unethical conduct of research companies such as breach of confidentiality.

On this background, the Japan Marketing Research Agency Council was established in February 1975 as a voluntary association with the aim to formulate the Japan Marketing Research Platform (presently, Marketing Research Platform), to define the position of the research companies and to respond to the needs of society. The renaming of the Council to Japan Marketing Research Association (JMRA) in 1978 reflected the insight that the research environment can only be improved when those commissioning and those conducting research reflect on its proper management within the same framework.

JMRA made a new start as Japan's only association of the marketing research industry in 1986 with its acknowledgement as a legal entity by the Ministry of Economy, Trade and Industry. Thus, beginning with its foundation as a voluntary organization, JMRA can look back on a history spanning 26 years from its beginnings as a voluntary organization to its present status as a professional association.

JMRA Activities

Establishing a marketing research code of ethics
Events
Training program
Publishing
Legal advice
JMRA hold legal advice once a month to Full members.
Fieldwork support
  • ID card for interviewers issued annually
  • Researchers diary issued annually
  • Annual publication of research industry survey results
  • Claim management, handling of inquiries
  • ID Card for interviewers of Central Location Test issued annually

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