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.

Management, Canada, Demographic aspects

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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.

Models, Marketing, Children

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