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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. Contents include:
the B2B market research industry
sampling
trends
B2B desk research
qualitative B2B research
quantitative B2B research
costing guidelines
the business respondent
regional differences and comparisons
what it’s like being a B2B client and researcher
training, organizations and ethics in B2B research

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.

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 applications
Regional differences and comparisons in B2B research
What it is like being a B2B client and B2B researcher
Training, organizations and ethics in B2B research

   
Praise and Reviews   

"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

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 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.

Paperback
310 pages