Small Business Exposed

Appendix 1

Forming the tribes

Technical background relating to the survey of small businesses and identification of the five tribe segments

This appendix provides additional background relating to the development of the Five Tribe segments. This includes different aspects of the online survey methodology employed, the questionnaire, the factor analysis impact map (FAIM) question format used to measure the factors negatively impacting on businesses and the statistical segmentation methods used to identify the Five Tribes segments.

Survey methodology

To determine the factors that affect small businesses, a total of 1,001 online interviews were conducted nationally in February 2015. Firms were sourced through the Quality Online Research (QOR) online ...