Conducting research amongst small sectors of consumer markets

Date of publication: May 1, 1981

Company: Burke, Inc.

Author: Peter Sampson


This paper discusses a problem that is frequently encountered in consumer market research. It is the requirement to obtain 'usable' samples of small minority market sectors where cost and time constraints exist. The author has not found the answer to this problem and certainly does not claim that the approach he illustrates by way of a case history constitutes the answer.

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