-By understanding your readers.

Few people would climb a mountain blindfolded. Yet company executives routinely pursue markets with blinders on-ignorant of market characteristics, the competition, and barriers to entry. Good ideas and good products aren't enough; a variety of factors can prevent first-class concepts from becoming profitable businesses. Opportunities need to be carefully investigated through objective market research. Investing in research can both save a business from making costly mistakes and increase its long-term profitability.

It's a common misconception that only large companies can afford market research. Just the opposite is true; small companies cannot afford not to invest in research. When resources are limited, mistakes are more damaging. Many small businesses fail because their owners don't do their homework-before starting the business and during the first crucial months. By performing a comprehensive market investigation-on their own or by enlisting the services of professional researchers-business owners can avoid pitfalls, increase revenues, and differentiate themselves from their competition.

Types of Market Research

Customer satisfaction is probably the most common form of market research but other kinds of research are equally important. The main categories are:• Competitor analysis - identifies who it is, pinpoints the strengths and weaknesses of other firms in the same market, shows where they are having success, and what they plan to do in the future. The objective is to stay a step ahead by taking advantage of their weaknesses, or at least keep up with them.• Market opportunity assessment - size, growth rate, trends, barriers to entry.• Product analysis - features, price points; determined by talking to potential customers to assess their desires before the product is introduced.

Research can be primary or secondary and quantitative or qualitative. A business needs primary research-which involves direct contact with sources of information-if it is trying to determine very specific, detailed information or is dealing with a technology, product, or service so new that there is a very limited existing body of literature. Customer satisfaction also requires primary research.

Secondary research involves the review of a body of existing literature about a topic. It is most suitable when a company wants a general overview of a broad topic, analyst opinions, and high-level quantitative information of an existing market.

Primary research is usually more expensive than secondary. Costs vary, depending on:• Sample size• How the survey will be administered - by mail, by telephone, online, focus groups• Whether just raw survey results or analysis and recommendations are desired

If resources are limited, a company can do secondary research in-house, provided in-house staff knows what resources are available, where to access the information, and how to interpret it. The Internet makes secondary research much easier and less expensive, because so many agencies have made information available for free. For example, government agencies worldwide furnish a wealth of quantitative information. Company Websites offer much valuable information, such as press releases, annual reports and financial filings, job openings, and product data sheets.

IT analysts and management consulting firms often make a limited number of reports and white papers available for free. Some companies also furnish free white papers, but these seldom are objective assessments.

Syndicated research reports are also available. These reports consist of long-term market forecasts, often segmented by geographical regions or vertical markets. Many businesses rely heavily on quantitative market forecasts to determine whether it makes sense for them to enter a new market or develop a new product. For established markets and products, syndicated research can be quite useful, but in the case of new products or technologies, such reports are less reliable.

Make the Most of Market Research

A business can dramatically improve its chances of getting valid results by clearly defining its objectives. Asking the right questions is crucial-a company should be able to clearly state what it wants to determine. It is not the responsibility of an outside research firm to identify what the client wants from a study. It is the research firm's responsibility to clearly explain its methodology and how it will approach a study.

Additionally, a research request should not be biased in favor of a particular result. Frequently, individuals who commission research have vested interests in a particular outcome. If the results are not to their liking, they try to discredit the study and ignore its results. It is best to have high-level decision-makers who have the best interests of the entire company at heart involved in the research process.

Research should not be based on an untested assumption. For example, a company should not assume there is demand for its new widget and ask a research company to find out how the product should be priced. Before developing the widget, the company should determine if there is a market for it.

Like any other investment, market research should be measured by the return it delivers. Return can be measured both by increased profitability and cost savings derived from not making mistakes. To receive any benefit, a company has to make a commitment to act on the results of a reliable research study. Market research can be a powerful business tool for those companies willing to remove their blindfolds.

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October is Breast Cancer Awareness Month. To draw more awareness to the cause and help raise funds to continue the research and treatment of breast cancer, there are companies that sell products bearing the color pink and donating portions of sale proceeds to certain charities that support the cause.

With the Holidays fast approaching, you can start early to buy gifts for the important women in your life.

Here are some products that you can buy to support the Breast Cancer Awareness Month:

Courage Affirmawrap and 'Chicken Soup for the Breast Cancer Survivor's Soul'- $39.95

You can cuddle up with this warm blanket in the colder months to come and enjoy reading this book. The book is not only good for you but good for the cause. The cozy fleece blanket is silk-screened with positive affirmations, and 20 percent of the purchase price of each bundle will be donated to cancer charities. This bundle is available online at www.affirmagy.com.

Cuisinart Pink Food Chopper- $14.95

This kitchen gadget can make a great gift to a female cook. It shops, dices, and minces. There is no mess when you use it. A portion of the sale proceeds will go to the American Cancer Society. This product is available at Bed Bath & Beyond and online at www.bedbathandbeyond.com.

Special-edition Santoku Knife, $70.00

Another great gift idea for the female cook, this knife has a pink handle and sharp blade. Kyocera's special edition 5.5-inch Santoku ceramic knife is perfect for cutting fruits, vegetables, and meats. $5.00 from each sale will go to the Susan G. Komen Cancer Foundation. This product is available at Williams-Sonoma and online at www.amazon.com.

Onetouch Pink Can Opener, $19.99

This automatic, one-touch can opener allows for hands-free operation. This can open cans in seconds without too much effort. Five percent of the proceeds go to the memorial Sloan-Kettering Cancer Center. This product is available at Bed Bath & Beyond and online at www.bedbathandbeyond.com.

Think Pink T-Shirt, $28.00

This comfortable, soft , pink baseball t-shirt has three quarter raglan sleeves and a fuchsia-pink ribbon silk-screened on the upper left chest. Ten percent of the sale proceeds will go to the Entertainment Industry foundation's Women's Cancer Research Fund. This product is available online at www.redenvelope.com.

Pink Master Lock, $8.99 for two

The Pink Master Lock wants to help protect and unlock the cure for breast cancer. This padlock has the pink ribbon logo. In conjunction with the launch of the new padlock, the company made $10,000 donation to the Breast Cancer research Foundation. This product is available at select WalMart stores nationwide and online at www.amazon.com.

Pink-Ribbon Pajamas, $74.00

These pink polka dot pajamas are released in limited-edition by Karen Neuberger, a company which for 10 years has been involved in the fight against cancer. The sale will benefit the Breast Cancer Research Foundation. This product is available at Macy's and online at www.karenneuberger.com.

Dreamaid Pillow Covers, $24.00

These pretty pillowcases have more than 30 inspirational messages imprints to choose from live "Dream a Big Dream" and "Peace, Love, and Rest". Five percent of the profit from their sale goes to the Susan G. Komen for the Cure. It is available online at www.dreamaidproducts.com.

Whether it is for your mother, sisters, friends, female relatives, or female co-workers, these gifts are well worth the thought that show that you care, at the same time, supporting the cause that is important to all the women all over the world.





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The late actor Christopher Reeve was a tireless advocate of stem cell research in the last decade of his life. Paralyzed from the neck down by a horseback riding accident in 1995, Reeve dedicated his considerable talents and impressive network of powerful allies to attempt to drive forward stem cell research into the reparation of spinal cord injuries and disorders. Despite his continued acting and directing, advocacy of stem cell research became his primary professional and political focus until his death from heart attack in October 2004, nearly ten years after the accident that paralyzed him.

Reeve held an absolute, unwavering belief that the answers to irreversible spinal cord damage lay in the utilization of this controversial potential therapy. He was undaunted by his own physical limitations when fighting for enhancement of government funding into stem cell research, rather, he used his condition as an extremely effective tool when presenting his case to legislative bodies, funding organizations, and media outlets.

Is it possible that the fruits of the efforts of Christopher Reeve, and those working with him to keep stem cell research on the front burners of scientific discovery and legislative calendars, are finally finding themselves ready to be collected? Perhaps not quite, but this week there is evidence that seeds have at long last been planted that may soon grow into the trees of knowledge that may bare those fruits. And, with a little luck, those trees may grow swiftly.

Exciting new evidence about the viability of stem cell therapy for the treatment of patients living with paralysis has just been published by researchers at the Johns Hopkins University Medical School. In a study published in Annals of Neurology, the medical journal of the American Neurological Association, researchers led by Dr. Douglas Kerr studied rats that had been paralyzed and then injected with embryonic stem cells from mice. The resulting study showed that 11 of the 15 mice treated with the therapy regained significant mobility and motor function in the paralyzed limbs.

In light of this groundbreaking research, and the potential that this unprecedented study has to spark new life into the contentious and often avoided political bugaboo, could a change in the public and political response to the stem cell question be at hand? The push called for by Christopher Reeve and others for increased government funding for stem cell research may have been waiting for a banner breakthrough that could infuse skittish governmental and corporate agencies with a little more nerve. Several public interest groups and private religious organizations have effectively made the issue of stem cell research such a political hot potato that advancements have been seriously crippled by the nervous politicians’ slow response to requests for research funding. Could the work of researchers like Dr. Kerr provide that “ah ha!” moment that will nudge the reticent voters into a more corporeal and vocal support of the research efforts?

Governmental funding for stem cell research is supported by a majority of U.S. citizens. In an August 2005 Gallup Poll, in responding to the question "do you think the federal government should or should not fund research that would use newly created stem cells obtained from human embryos?" 56% of people responded that they should, while only 40% responded that they should not. One month earlier, in a poll conducted by CBS News, when asked “do you approve or disapprove of medical research using embryonic stem cells?” 56% of respondents indicated that they approved, while only 30% responded in the negative.

The work of Dr. Kerr and his associates at Johns Hopkins has been on the stem cell radar for several years now. In a 2001 interview with CNN, Christopher Reeve discussed his optimism for the research being conducted, and reiterated his concern about the effects of lackluster governmental funding for their work.

“What a couple of researchers did recently is proof of principle, which is very, very important,” said Reeve. “It was Dr. Gerhard and Dr. Kerr at Johns Hopkins, and they were able to inject mice or rats with a virus, which simulates ALS. They then injected human embryonic stem cells. Then, over a period of time, the progression of deterioration was stopped, and all the rats showed recovery of function,” he stated.

“Now, that is proof, because some people say, well, we don't know what embryonic stem cells can do; it's never been proven. Well, that's a huge first step,” continued Reeve. “And of course we won't know what they can do until we go and do the work. But the work must not be stopped, absolutely.”

That research described by Reeve in the CNN interview has now advanced to the point that researchers have been able to stimulate the reconnection of the muscles to the spinal cord with the embryonic stem cells of mice.

Still, political trepidation continues. Despite the impressive polling numbers in favor of stem cell research, the Stem Cell Research Enhancement Act of 2005, introduced the year after Christopher Reeve’s death, has been stalled in the U.S. senate for nearly a year. The bill, which would lift many of the current limitations on stem cell research that currently slow down the progress of the research and restrict the money the government puts into it, has polled incredibly well, and garnered strong bi-partisan support at its introduction.

In May 2006, the American Diabetes Association, who, like Christopher Reeve and other paralysis patients, also has a strong interest in stem cell research, spoke out about the lag time in passing the bill. The ADA publicly admonished the U.S. Senate for dragging its feet, and demanded to know just when the bill would be passed.

If Christopher Reeve were alive today to see the most recent results of the work of Dr. Kerr and his associates at Johns Hopkins, he would certainly be encouraged by current advancement in stem cell research, despite the lackluster funding and slow response to stem cell legislation. Now that advancements in the research are more tangible, perhaps the funding restrictions will be loosened and the work of advocates like Christopher Reeve will be honored. Should that happen, the reversal of paralysis due to spinal cord injuries and disorders may be closer at hand. The new research out of Johns Hopkins has certainly taken us several steps closer.





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In the world of blogs today it is not uncommon for people to blog about their jobs. It is also not uncommon to blog about their interactions with celebrities and semi-celebrities. This is exactly what Charles Williamson, who goes by the name of Chuckles online, was doing when he made a post on his blog Freelance Genius about how Tucker Carlson had opened up an account at his video store.

Tucker Carlson, best known for his time on CNN's Crossfire and now host of his own show Tucker on MSNBC (as well as appearing briefly on Dancing With the Stars on NBC), opened up an account at the video store where Chuckles worked in Washington, DC. Like so many other people, Chuckles thought it would be fun to write a post about his brief encounter with Mr. Carlson.

In the post Chuckles joked about sending multiple copies of America: the Book to Carlson's house. (America: the Book, was written by Daily Show host Jon Stewart, who had a run-in with Mr. Carlson while Carlson was still a co-host of Crossfire), which he said would be more fun than sending frozen urine treats. However, Chuckles pointed out in his post that he would be doing nothing of the sort since he knew such actions to be wrong, he was simply having fun.

Tucker Carlson, however, was not having so much fun. Some time later he returned to the video store where Chuckles worked, and told him "If you keep this sh*t up I will f*cking destroy you," as reported on Chuckles's blog Freelance Genius. Chuckles told Carlson not to threaten him, where upon Carlson immediately replied "I didn't threaten you."

After this angry exchange, the blogger decided that it would be best to take down the offending post about Mr. Carlson. It was obvious that Mr. Carlson was not happy with the post and Chuckles decided it would be best just to bring it down, being a nice guy. Within three hours of his run-in with Tucker Carlson the offending post was removed.

But that was not enough for Tucker Carlson. Three days later, Chuckles received a phone call from his employer. Apparently he was fired from his job. The reason? His employer had received threats of legal action from Tucker Carlson, and he wanted no part of it so he was letting Chuckles go.

Being a blogger, Chuckles began blogging about how Tucker Carlson had gotten him fired from his job. Soon enough, several other bloggers who were close friends with Chuckles began blogging about it to. Freelance Genius, Chuckles's blog, was a minor blog, mainly written for a handful of friends and family members. But like so many things in the blogosphere, the tale of a blogger fired at the hands of Tucker Carlson soon began to grow like a virus. Chuckles, who was used to getting relatively few hits a day, was suddenly getting thousands of hits a day.

The story of Tucker Carlson and the video store does not end there, though. Chuckles soon found out that his friends and former co-workers were being harassed by a man claiming to be representing Mr. Carlson. When Chuckles went back to the video store to talk to management about the situation, he found out that he was not only fired but he was banned from the video store.

Tucker Carlson claims that his actions toward Chuckles were made out of self-defense, as he felt that the blogger was threatening his home and his family, although Chuckles never mentioned his family (outside of mentioning the "wasped-out" woman Carlson was with at the time of the video rental), and in fact Chuckles deliberately pointed out that he would not threaten Carlson or his home in any way, shape or form nor reveal any private information about Carlson. Carlson also claims, according to the Washington Post, that no lawyer of his has been harassing anyone, since he does not have a lawyer.

As of now, the story is still continuing to grow in prominence. A story in the Washington Post greatly increased its exposure. More and more people are finding out what has happened to this blogger after his run-in with Tucker Carlson, a story that without the blogosphere might have simply dissipated into nothingness.




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