 | Small sample market research (PDF) |
| | Timothy Bock and John Sergeant
Lots of market research studies are based on small samples of data, but researchers do not always properly take into account the size of the sample when drawing conclusions from the research. This article provides some practical guidelines to help researchers draw inferences from small samples. |
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| | Inspiring the organisation to act: a business in denial (PDF) |
| | Flemming Thygesen
A fascinating article describing the vital role played by research in compelling senior management at Levi-Strauss Europe to recognise the scale of the decline in the jeans market, and its subsequent use in developing a strategy to reposition the brand. |
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| | Demystifying semiotics: some key questions answered (PDF) |
| | Rachel Lawes
This article explores the nature, language, methods and applications of semiotics. A wealth of examples illustrate use of the methodology, and the article includes a glossary of semiotics terms. |
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| | Needs-based segmentation: principles and practice (PDF) |
| | Kathryn Greengrove
While the principles of needs or benefit-based market segmentation have been long established, its value as a route to a stronger market understanding has been largely untapped. This article illustrates an application of the approach in pharmaceutical marketing research. |
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