Business to Business Market Research: Understanding and Measuring Business Markets (Market Research in Practice)

* The worldwide B2B market is estimated at US $1,000 million * An essential guide that focuses on core skills linked to the burgeoning MRS training and qualifications programs * Written by an experienced practitioner * Contains real-life case studies highlighting key B2B issues * Of interest to students, market researchers, marketers and general management 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. The Market Research Society......Page 2 MARKET RESEARCH IN PRACTICE SERIES......Page 3 BUSINESS TO BUSINESS MARKET RESEARCH......Page 4 Publisher’s note......Page 5 Contents......Page 6 ADVISORY MEMBERS......Page 8 Acknowledgements......Page 10 Introduction......Page 12 WHAT IS BUSINESS TO BUSINESS MARKET RESEARCH? SOME DEFINITIONS......Page 14 THE SIZE OF THE B2B MARKET RESEARCH SECTOR......Page 16 Titles......Page 18 The centre of influence......Page 20 Sample and sample size differences......Page 21 Content differences......Page 23 Details......Page 24 Research using external respondents......Page 26 THE USERS OF B2B MARKET RESEARCH......Page 27 SUMMARY......Page 30 Defining the business universe, or population, to be covered......Page 31 Sizing the available respondent group......Page 32 Deciding on the sample frame......Page 34 Sourcing the sample: lists......Page 35 Sample names required......Page 40 Evaluation of the sample frame......Page 41 Quotas or stratification of the sample......Page 42 Selection of sample size......Page 43 Small can sometimes be great; big can sometimes be greater......Page 45 Screening......Page 46 Weighting......Page 48 Profiling......Page 49 SUMMARY......Page 50 Market-driven trends......Page 51 Research-driven trends......Page 52 Conflicting demands......Page 53 Main message......Page 55 Technology and research......Page 56 Detail......Page 57 Detail......Page 58 Other issues......Page 59 Research market place changes......Page 60 Our knowledge base and how we conduct business......Page 61 Positioning B2B research......Page 62 Respondent definition......Page 63 SUMMARY......Page 64 POSSIBLE RESEARCH APPROACHES OR METHODOLOGIES......Page 65 Interviewing methodologies......Page 66 Omnibus......Page 68 RELATIVE USE OF THESE APPROACHES IN B2B RESEARCH......Page 69 The principles......Page 71 Details......Page 72 Qualitative......Page 73 Using qualitative and quantitative research together......Page 75 Details......Page 76 Addressing the business issue using a qualitative or quantitative approach......Page 77 Another methodological note......Page 78 SUMMARY......Page 79 The B2B research process: I Desk research......Page 80 THE DESK RESEARCH PROCESS......Page 81 RESOURCES FOR DESK RESEARCH......Page 82 Research reports available......Page 83 Online sources......Page 84 ANOTHER TYPE OF DESK RESEARCH: DATA MINING......Page 85 SUMMARY......Page 87 In-depth interviews......Page 88 Focus groups......Page 89 Creative brainstorming or strategy sessions......Page 90 Main message......Page 91 THE QUALITATIVE PROCESS......Page 92 Recruiting......Page 93 Incentives......Page 96 Practical aspects......Page 97 Best practices......Page 98 Details......Page 100 Attribution or to reveal the respondent and transparency to reveal the client......Page 101 Useful interviewing techniques......Page 102 Positioning......Page 103 Projective (and other) techniques......Page 104 Analysis methods......Page 107 Reporting......Page 109 Insight in analysis and reporting......Page 112 CASE STUDY: CUSTOMER INSIGHT......Page 114 Reporting requirements of clients......Page 115 SUMMARY......Page 117 THE QUANTITATIVE PROCESS......Page 118 Preparation into field and fieldwork......Page 119 Data tables......Page 120 General principles......Page 121 Route map for a B2B questionnaire: design and content......Page 124 Screening and classification questions......Page 125 Factual questions......Page 127 Behaviours (for example, purchasing habits)......Page 128 Attitudinal questions......Page 130 Evaluation of quality, customer service, supplier reputation......Page 134 Self-completion questionnaires......Page 135 Online surveys and technological research solutions......Page 137 Details......Page 139 Details......Page 141 Panels......Page 142 ADMINISTERING QUESTIONNAIRES: FIELDWORK ISSUES......Page 144 Briefing......Page 145 Pre-contact......Page 148 Requirement for more than one respondent......Page 149 Response rates......Page 150 Fieldwork duration......Page 151 Respondent definition......Page 152 Pre-data entry......Page 153 Data analysis......Page 154 Example of banner and stub......Page 158 Analysis and interpretation......Page 162 Reporting formats......Page 163 Charting tips......Page 164 Details......Page 166 Charting: some examples of quantitative reporting......Page 167 SUMMARY......Page 170 FIRST CONSIDERATIONS......Page 171 Factors to take into account......Page 172 Implications......Page 174 Cost considerations from the agency side......Page 175 SUMMARY......Page 176 They are human, too......Page 177 Detail......Page 178 Approaching the business respondent......Page 179 IT and telecoms......Page 180 Financial services......Page 182 Transport......Page 183 Manufacturing/industry/chemicals......Page 184 Typical studies......Page 185 Pharmaceutical......Page 186 Other sectors......Page 187 Main message......Page 188 Detail......Page 189 New product development and innovation......Page 190 Main messages......Page 193 Details......Page 194 Market sizing/market configuration research......Page 195 Principles......Page 197 Details......Page 198 Principles......Page 200 Main messages......Page 201 Subscriber research......Page 202 Customer satisfaction measurement techniques and models......Page 203 Details......Page 205 Advertising research......Page 206 Details......Page 208 Advertising and market communications......Page 209 Marketing communications: evaluating e-communications and e-interactions......Page 210 Evaluating written and visual communications......Page 211 Details......Page 213 Principles......Page 214 Benefits of corporate image research......Page 216 Keeping up to date......Page 218 Reporting......Page 219 Respondent definition......Page 220 SUMMARY......Page 221 Market size......Page 222 International......Page 223 B2B focus......Page 224 Canada......Page 225 B2B focus......Page 226 Environment......Page 227 Type of work and B2B focus......Page 228 International......Page 229 SUMMARY......Page 230 WHAT IT IS LIKE BEING A B2B CLIENT......Page 232 Responsibilities of the B2B client......Page 233 Preparing B2B research briefs......Page 236 How to choose a B2B research supplier......Page 237 WHAT IT IS LIKE BEING A B2B RESEARCHER......Page 239 Politics......Page 240 Research executives......Page 241 A B2B fieldworker (telephone interviewer)......Page 244 Other roles......Page 245 SUMMARY......Page 246 TRAINING......Page 247 ORGANIZATIONS......Page 248 ESOMAR (international)......Page 249 BIG (Business Intelligence Group)......Page 250 BIG Conference......Page 252 Codes of conduct......Page 253 Data protection......Page 254 SUMMARY......Page 256 Data Monitor (www.datamonitor.com)......Page 258 Key Note (www.keynote.co.uk)......Page 262 THE BRITISH LIBRARY......Page 263 INTRODUCTION......Page 265 SCREENER QUESTIONS......Page 266 Appendix 3 Sample focus group recruitment questionnaire......Page 268 IF ON A SIMILAR SUBJECT – DO NOT RECRUIT......Page 270 Appendix 4 Research snapshot as a reporting technique......Page 271 Appendix 5 Sample self-completion questionnaire (Business Link)......Page 273 Overall question......Page 278 Relative importance of different service factors......Page 279 Performance against the different service factors......Page 280 Appendix 7 Sample communication research quantitative questionnaire......Page 281 READ OUT ALL MENTIONED IN Q56. SINGLE CODE......Page 282 Appendix 8 Principles of the Data Protection Act 1998......Page 283 The market research society......Page 284 The purpose of guidelines......Page 285 Data Protection Definitions......Page 286 Code Definitions......Page 287 PRINCIPLES......Page 289 Working Practices......Page 290 Confidential Survey Research and Other Activities......Page 291 Disciplinary Action......Page 292 The Rights of Respondents......Page 293 The Professional Responsibilities of Researchers......Page 294 Mutual Rights and Responsibilities of Researchers and Clients......Page 295 The Rights of Respondents......Page 297 The Professional Responsibilities of Researchers......Page 300 The Mutual Rights and Responsibilities of Researchers and Clients......Page 301 CODELINE......Page 303 NOTES......Page 304 SELECTED ABBREVIATIONS......Page 305 STATISTICAL TERMS......Page 306 Formula......Page 307 TECHNOLOGY TERMS......Page 308 References and further reading......Page 310 Index......Page 313 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.--jacket. 1. The Business To Business Market Research Industry -- 2. Sampling For B2b Research -- 3. Trends In B2b Research -- 4. What Works And Does Not Work In B2b Research -- 5. The B2b Research Process : I Desk Research -- 6. The B2b Research Process : Ii Qualitative Research -- 7. The B2b Research Process : Iii Quantitative Research -- 8. Costing : Guidelines On The Cost Of Projects -- 9. Overviews Of The Business Respondent, Sectors And Research Applications -- 10. Regional Differences And Comparisons In B2b Research -- 11. What It Is Like Being A B2b Client And B2b Researcher -- 12. Training, Organizations And Ethics In B2b Research -- App. 1. Sources For B2b Market Researchers. Ruth Mcneil. Published In Association With The Market Research Society. Includes Bibliographical References (p. 299-301) And Index. Business to Business Market Research provides an up-to-date reference source for all those involved in, or occasionally needing to know about, business to business (B2B) marketing research. The internet has revolutionized work in this area, providing a massive source of data for secondary research and an easy way of contacting respondents. Business to Business Market Research reflects these changes. Approachable in style, Business to Business Market Research answers all the key questions relevant to students, practitioners, and users of marketing research. Over the course of 12 chapters, it covers the basic principles as well as more advanced topics. It contains the very latest thinking on research techniques, the use of marketing research, and trends in B2B research. Author Ruth McNeil encourages readers to learn from the experience of others, filling the book with real-life case studies of B2B issues facing companies today. 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 "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."--Résumé de l'éditeur