Business to Business Marketing Research

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 GBP118 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. "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*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