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. 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.
B2B FB 31/8/05 10:30 am Page 1 BUSINESS TO BUSINESS MARKET RESEARCH UNDERSTANDING AND MEASURING BUSINESS MARKETS RUTH McNEIL MARKET RESEARCH IN PRACTICE The Market Research Society With over 8,000 members in more than 50 countries, The Market Research Society (MRS) is the world’s largest international membership organization for professional researchers and others engaged in (or interested in) marketing, social or opinion research. It has a diverse membership of individual researchers within agencies, independent consultancies, client-side organizations, and the academic community, and from all levels of seniority and job functions. All MRS members agree to comply with the MRS Code of Conduct (see Appendix 9), which is supported by the Codeline advisory service and a range of specialist guidelines on best practice. MRS offers various qualifications and membership grades, as well as training and professional development resources to support these. It is the official awarding body in the UK for vocational qualifications in market research. MRS is a major supplier of publications and information services, conferences and seminars and many other meeting and networking opportunities for researchers. MRS is ‘the voice of the profession’ in its media relations and public affairs activities on behalf of professional research practitioners, and aims to achieve the most favourable climate of opinions and legislative environment for research. The Market Research Society (Limited by Guarantee) Company Number 518685 Company Information: Registered office and business address: 15 Northburgh Street, London EC1V 0JR Telephone: 44 20 7490 4911 Fax: 44 20 7490 0608 e-mail:
[email protected] website: www.mrs.org.uk MARKET RESEARCH IN PRACTICE SERIES Published in association with The Market Research Society Consultant Editors: David Barr and Robin J Birn Kogan Page has joined forces with The Market Research Society (MRS) to publish this unique series of books designed to cover the latest developments in market research thinking and practice. The series provides up-to-date knowledge on the techniques of market research and customer insight and best practice in implementing them. It also shows the contribution market research and customer information management techniques can make to helping organisations of all kinds in shaping their strategy, structure, customer focus and value creation. The series consists of several essential guides that focus on the core skills developed in the MRS training and qualificatio