O Canada: the differences between the U.S. and its northern neighbor are as striking as the similarities

Article Abstract:

Marketing to Canadians involves understanding the differences and similarities to Americans. Canadians are more aligned by their ethnicity, compared to Americans, who are more inclined to be seen as part of a melting pot. The white population in Canada is 90%, compared to 80% in the US, but a Canadian is more likely to speak another language. However, both Americans and Canadians watch American television and read American publications.

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Child's play: research techniques must be modified to get usable information from the younger set

Article Abstract:

Market surveys of children should include projective techniques to yield the most revealing results. Connection tests invite subjects to say the first word they think of when presented with a product or brand name. Completion tests have subjects finish specifically chosen incomplete sentences. Construction tests have subjects draw pictures in response to objects or situations presented.

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What's behind the numbers; before you base big decisions on survey results, know how to interrogate the numbers

Article Abstract:

Marketers use statistics to derive information from consumers. Statistics are gathered by using sample surveys or by conducting a census, a complete survey of the target population. Sample surveys should be handled carefully to achieve more accurate results and to find meaningful relationships between interval, nominal and ordinal variables.

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