Finding samples representing segments of the general population when the rate of strike (percentage of the segment in total population) is inferior to 20%, is becoming a common performance asked from the practitioner by client marketing companies. This is at least the experience of SECED - Research International in France. The survey of practice within this agency indicates clearly that not only targeted samples of the population, but very narrow target samples form an increasing part of the commissioned work of this agency. Special techniques, not resorting to the well established statistical sampling techniques, are currently used to cope with this problem. They are presented in decreasing order of statistical orthodoxy, from the "telephone screening" to the "introduction technique", through use of data-files and statistical inference, with remarks on their cost efficiency. None of these techniques is actually original, and the paper is mainly intended to initiate discussion and sharing of experience on the practical ways and means of finding these "oiseaux rares".
The present paper attempts to illustrate one of the ways data collection may move along: making use of observation and quasi-experimental procedures. This way means improving the approach, by collecting data in strictly defined conditions of the independent variables bearing on the question researched, and by finding hard measures. The present paper intends to illustrate: 1. That all too often the research of validity is not a part of data collection, because data collection is biased towards verbal data. 2. That behavioural data obtained by observation and pseudo- experimentation increase validity. 3. That collecting data by means of observation or pseudo- experimentation may need skill and creativity, but not necessarily large sums of money, therefore increasing value for money at the results level.
The following expose deals with the process of communicating results of commercial research, and more especially results concerning ad hoc studies. Here are considered only studies which are a momentary collaboration between the research buyer and the research agency (this excludes the services given by research departments and research agencies within the company).
The following expose deals with the process of communicating results of commercial research, and more especially results concerning ad hoc studies. Here are considered only studies which are a momentary collaboration between the research buyer and the research agency.
In this context, the object of the present discussion will be two-fold : - examine practical problems linked with the use of the market segmentation approach, - examine the practical feasibility of this approach in international research. This discussion will not he concerned at all with the mechanics of market segmentation, that is the statical techniques used to obtain the variables and to obtain the segmented picture.