Small business market research

Article Abstract:

The decision maker/research customer's part in creating effective commercial market research in a small business situation is examined. A list of prerequisites indicating human factors that involve decision makers and the aspect of their interaction with the research supplier as a possible determinant of research effectiveness/success is provided. The paper presents how mindset becomes a consequence of thought process that influences the decision to comission market research, and provides suggestions on how decision makers can be managed to achieve positive research results.

New Zealand, Small Business, Psychological aspects, Decision-making, Decision making, Inductive reasoning, Induction (Logic), SOHO, Report, Deductive reasoning

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Predictive segmentation in action: using CHAID to segment loyalty card holders

Article Abstract:

Details of research using CHAID, a non-binary algorithm, for a predictive segmentation of the loyalty card market, are presented.

United States, Spain, Methods, Algorithms, Market segmentation, Algorithm, Discount cards

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The development of a segmentation of the baby milk market

Article Abstract:

The process of study conducted by SMA Nutrition to develop the segmentation of the baby milk market is discussed.

Canned specialties, Baby foods industry

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