Before taking advantage of the growing opportunities of the Chinese market, investors will do well to understand the strong influence of Chinese culture on the way businesses operate, how they govern themselves, and how they interact with each other. The author (David Smith) identifies two key...

Why marketing research? -- Common misunderstandings -- The research agenda -- Using the functional approach -- Working first with what you have -- Collecting information -- Basic surveys -- Leveraging social media -- Working with results -- Statistics primer -- Making it count