It should be noted that to conduct further research to address the propositions
presented and to extend our understanding of this important area of marketing
planning, researchers will need to secure access for small businesses to retailer loyalty
card marketing intelligence. Government agencies are increasingly keen to work with
universities and research bodies to make retailer loyalty card marketing intelligence
available to small firms and to provide initial interpretation. An example is the
University of Kent’s Business School. In April 2005 a joint venture was established