Your Best Customer
The value of market segmentation is well understood by Agriculture Marketers. By identifying key attributes such as attitudes, perceptions, and buyer values,…
The Mismatched Moderator
Years ago, I was invited to observe a focus group with North Carolina soybean growers. The sponsor, a leading marketer, decided to…
How Loyal Are You?
How Loyal Are You? Strong customer loyalty should be a primary goal for any marketer. Due to high customer acquisition costs, maintaining…
Are You Statistically Significant?
Are You Statistically Significant? Survey researchers use significance testing as an aid in expressing the reliability of survey results. We use phrases…