The paper reports on a study of marketing approaches adopted by different categories of wine producer in the Sainte Foy Bordeaux region in south‐west France. Market conditions for many French producers have been deteriorating, with falling consumption in the main markets and growing...

Contrasts prospecting research with in‐depth qualitative research and statistical survey research. Presents a simple model – in mathematical terms, and as a numerical table – to relate the size of a sample to its power in terms of exploring the diversity of possibilities in a market. One...