Needs-based segmentation: principles and practice

Author: Kathryn Greengrove
International Journal of Market Research Vol. 44 Quarter 4, © 2002 The Market Research Society
INTRO:
While the principles of needs or benefit-based market segmentation have been long established, its potential value as a route to a stronger market understanding and ultimately competitive advantage has been largely untapped in pharmaceutical marketing research, with internal process [...]

Demystifying semiotics: some key questions answered

Author: Rachel Lawes
International Journal of Market Research Vol. 44 Quarter 3, © 2002 The Market Research Society
INTRO:
On the one hand, semiotics seems to be everywhere one looks. It has been around for a long time, it gets at least a cursory mention in the standard textbooks on researching consumer behaviour and there probably isn’t a [...]

Small sample market research

Author: Timothy Bock and John Sergeant
International Journal of Market Research Vol. 44 Quarter 2, © 2002 The Market Research Society
INTRO:
Numerous market research studies are conducted with small samples of data. Many of these data are described as ‘qualitative’. Researchers do not always appropriately take into account the size of the sample when drawing inferences about [...]