Retailers intent on micromarketing can avail themselves of specific data from a number of sources, such as Information Resources Inc., Chicago, and ACNielsen, Schaumburg, Ill. Both market research firms use demographic indices to profile buyers of the category, a glimpse into who likes what best. IRI and ACNielsen shared some information with SN about ethnic trends, IRI's in three categories of candy purchases: non-chocolate candy, chocolate candy and seasonal/assorted candy. Among races ...
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