Kogan Page Ltd
|Number of Pages
Practical and authoritative, this book is the definitive guide to B2B market research. Taking a clear, step-by-step approach, it describes and explains the various tools, techniques and processes of research that are undertaken entirely within the business sphere.
Topical and up-to-date, Business to Business Market Research contains the very latest thinking on research techniques, the use of market research and global activity. Ruth McNeil encourages readers to learn from the experience of others, develop core skills and apply market research effectively.
Part of the Market Research in Practice series and published in association with the Market Research Society Business to Business Market Research is an invaluable guide for students, market researchers and research users alike. Fully international in scope, it contains a large number of real-life case studies - demonstrating examples of B2B research in practice, its applications and its uses.
About The Author
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 Uni-lever. 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.
Table of Contents
The business to business market research industry
Sampling for B2B research
Trends in B2B research
What works and does not work in B2B research
The B2B research process: I Desk research
The B2B research process: II Qualitative research
The B2B research process: III Quantitative research
Costing: guidelines on the cost of projects
Overviews of the business respondent, sectors and research application
Regional differences and comparisons in B2B research
What it is like being a B2B researcher
Training, organizations and ethics in B2B research.