Business to Business Market Research
Published With: Market Research Society
A highly readable sourcebook which looks at new trends and different types of business to business market research, as well as other key topics. Aimed at both students and practitioners.
Business to business market research refers to research that is undertaken entirely within the business world. A B2B client might want research on their business customers, suppliers, or other parties involved in the running of their business. The value of business market research in the UK is estimated at £118 million per annum, yet there has been little published on this important area.
This new title is the definitive guide to business to business market research. Approachable in style it answers all the key questions relevant to both a student and practitioner readership. Containing the very latest thinking on research techniques, use of market research and global activity, it will help readers to learn from the experience of others, develop core skills and apply market research effectively.
Packed with real-life case studies of B2B issues facing companies today, it contains practical tips on best practice and current thinking.
REVIEWS :“Compares the benefits and drawbacks of qualitative and
quantitative research, and offers guidelines for conducting interviews,
focus groups, and telephone surveys.”
Reference and Research Books
“Advises market-research practitioners, students and others on how
to do business to business (B2B) market research. Focuses on specific
areas where B2B research is different from other types of research.”
Journal of Economic Literature
"The Market Research in Practice series are excellent
publications. They offer students the opportunity to study core topics
separately and in depth."
Graham Webb, Senior Programmes Manager, Marketing, Sales & Retail, Park
Lane College, UK
“In addition to covering the basics of qualitative and
quantitative research(from a B2B perspective), many suggestions and tips
for conducting effective B2B research are offered.”
The B2B reporter
“Provides an up-to-date reference source for al those involved in,
or occasionally needing to know about, business to business marketing
research. Approachable in style, Business to Business Market Research
answers all the key questions relevant to students, practitioners and
users of marketing research.”
Leaflet
Paperback, 320 Pages, Dimensions 234 x 153 MM Language English.
What is B2B research?
Trends in B2B research;
B2B desk research;
B2B qualitative issues;
B2B quantitative issues;
Sector overview;
Respondent type overview;
Research areas overview;
What's it like being a B2B research client?
What's it like being a B2B researcher?
Ethics and data protection issues.
Ruth McNeil runs her own market research consultancy, Response Consulting Ltd, and has a wide variety of clients from both the private and public sectors. These include organizations in the telecommunications, financial, pharmaceutical, industrial and energy sectors. International B2B experience at Research International followed her earlier career in consumer marketing at Unilever. Ruth has extensive experience of business to business and business to consumer research, as well as a background in all types of research from creative thinking and brainstorming to quantitative approaches. She runs courses for the Market Research Society and other organizations, and is a regular speaker and industry commentator.