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Marketing Research Articles Related to the Business-To-Business Market

Marketing Research Articles Related to the Business-To-Business Market

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10 steps to improve business/industrial research

Published
February 1988
Author
Margaret Morich
Abstract
The most successful product manufacturers are often the best market researchers too. Margaret F. Morich, co-founder of Consumer & Professional Research Inc., outlines 10 suggestions on how to improve B2B research projects.

A global consensus

Published
December 2005
Authors
Shaan Rotolo and Kerry Cole
Abstract
A large IT firm conducted qualitative research with small and medium businesses around the world to understand how the needs of those businesses differed from those of the larger companies with which the firm was more closely identified.

A guide to marketing and selling to Chinese businesses

Published
March 2009
Author
Matthew Harrison
Abstract
Drawing from findings of in-depth interviews with Chinese business owners, the author details the best ways for Western firms to market their services in China and also explores the expectations and opinions Chinese businesses have of Western marketers.

* A look at business-to-business market research in Russia

Published
November 2010
Authors
Tatiana Klimenko and Matthew Harrison
Abstract
While business-to-business research is relatively new in Russia, its use is growing along with the size of the Russian economy. The authors detail some of the most-used techniques and offer insights for those considering investigating this vast market.

* A marketer's guide to increasing prices

Published
October 2010
Author
Gerald Linda
Abstract
Finally on the upswing of a global economic meltdown, marketers are beginning to consider raising prices to recoup losses and keep up with inflation. The author offers several strategies, tactics and communication plans to increase prices without losing business.

A process approach to business-to-business research

Published
April 1994
Author
John Moran
Abstract
The voice of the customer needs to become more important in the business-to-business decision process. This article discusses reengineering the focus group process to make it more responsive to client needs.

A two-prong approach to B2B customer satisfaction research

Published
April 2013
Author
John Coldwell
Abstract
The author suggests that a best practice for B2B customer satisfaction research should include two parallel systems: ongoing telephone interviews and periodic in-depth surveys.

Accountemps relies on surveys to keep tabs on personnel

Published
February 1987
Author
Quirk's Staff
Abstract
For Accountemps, a temporary-help service, research was needed to improve the productivity of its workers. Vice presidents and personnel management were surveyed to find helpful hints on how to improve productivity.

Adding ‘prosumers’ to your groups can provide a creative boost

Published
May 2009
Author
Steve Richardson
Abstract
Under the right circumstances, including - rather than excluding - marketing professionals normally screened out of focus groups can lead to breakthroughs. Examples from British Airways and WD-40 are cited to illustrate how this approach has helped develop new products and services.

Adjusting buyer attitude data for business cycle variation

Published
April 1996
Author
Jim Haughey
Abstract
Few marketing managers account for business cycle variation in buyer attitude data. This article discusses how to remove business cycle impact from buyer attitude data to show actual effectiveness of brand management actions.

* An analysis of the past 20 years of client-side research buying

Published
October 2011
Author
Emily Goon, Quirk's Content Editor
Abstract
Two decades’ worth of data from the Quirk’s circulation database is examined to discover what shifts have taken place in the research industry - including the advent of online and the latest economic crisis - and to predict where it might be headed.

An overview of business-to-business research in China

Published
November 2008
Authors
Matthew Harrison and Alaric Fairbanks
Abstract
The authors outline a brief history of business-to-business research in China and then explore trends in the use of various techniques while offering tips on what kinds of information can be obtained through research.

* Analyzing a B2B magazine’s ad inquiries and their relationship to qualified prospects

Published
April 2012
Author
Jim Nowakowski
Abstract
How the Web has affected lead generation for Buildings magazine and other B2B publications.

* Anatomy of a research project gone wrong

Published
April 2012
Author
James K. Callihan
Abstract
How an overzealous vendor and an inexperienced client combined to derail a business-to-business research study.

Applying lessons learned

Published
April 2001
Author
Bill MacElroy
Abstract
As the Internet’s influence on business has grown, many business-to-business (B2B) sites have been attempting to apply “lessons learned” from the business-to-consumer (B2C) e-commerce experience. Several recent studies have indicated that this strategy is only partially successful. This article discusses differences in the evaluations of B2B and B2C Web sites.

B2B marketing in troubled times

Published
March 2004
Author
Del Williams
Abstract
Many IT companies have great product ideas and rush to market without testing the viability of those ideas. The author cites the examples of an IT consulting firm and a maker of prison phone systems and how both used research to fine-tune their offerings.

Back to the future for Centrex

Published
April 1991
Author
Quirk's Staff
Abstract
Indiana Bell used focus groups of small business representatives to determine an appropriate advertising strategy for its Centrex product. The company then tested three different marketing approaches in three different markets and then measured the associated response rates in the markets as well as consumer attitudes pre- and post-marketing via survey research.

Beating the competition

Published
April 1997
Author
John Barrett
Abstract
Priority Metrics Group compiled customer survey results into a proprietary database, the results of which were delineated into 17 categories and used to better understand the process of creating competitive advantage and the role of customer surveys in providing critical data necessary to achieving that understanding.

Business-to-business customer satisfaction research comes of age

Published
October 1994
Author
William Ducker
Abstract
Customer satisfaction is not a new concept. This article discusses the development of customer satisfaction research, including its history and where business-to-business customer satisfaction research is today.

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