Product details

The case is about a Korean businessman who conducts market research in Shanghai before he builds a cosmetic surgery clinic there. However, the case is not designed to direct students to understand China''s cosmetic surgery market, but to learn how to analyse the data collected in a market survey. Therefore, this case is suitable for a marketing research course, or for a general marketing course. This case is deliberately kept sufficiently simple to direct students'' attention to the use of research findings, not to the intricacies of research design and execution. The case is well suited for a homework assignment.