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Marketing Research Articles Related to Business-To-Business Research

Marketing Research Articles Related to Business-To-Business Research

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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 enterprise

Published
November 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
IBM conducts a tracking study twice a year in 14 languages in 27 countries throughout Europe, North America, South America and Asia to capture trend data on a variety of topics.

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 the state of business-to-business research

Published
April 2011
Authors
Larry Gold and Timothy Davidson
Abstract
The authors draw from a study of business-to-business research to examine the prevalence of B2B research and which techniques and methods are preferred.

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 survey of scanner data users finds problems with data analysis, assimilation

Published
November 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Temple, Barker & Sloane, Inc. interviewed research management personnel in 51 U.S. consumer products firms to gain an understanding of how firms use scanner tools and data and their expectations of and satisfaction with scanner data. This article provides information discovered in that research.

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.

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 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.

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 and B2C satisfaction are not the same

Published
August 2010
Author
John Coldwell
Abstract
In a letter to the editor, the author details the difference between B2B and B2C satisfaction, citing a relationship vs. experience model that requires higher-ups to get down in the trenches and make connections with clients and customers.

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.

Breaking away from the pack

Published
March 1990
Author
Joseph Rydholm, Quirk's Editor
Abstract
To develop a new advertising strategy to apply to market its mountain bikes. Specialized Bicycle Components Inc. conducted one-on-one interviews with employees about what they thought about mountain bike advertising in the industry magazines It then used focus groups with current and prospective riders to determine their psychological makeup and test its new marketing brochure.

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.

By The Numbers: First impressions are everything in b-to-b telephone surveys

Published
March 2005
Author
Amanda Durkee
Abstract
Guidelines to help you get a foot in the door when calling business decision makers to conduct research.

* By the Numbers: Lessons for using online panels in B2B research

Published
November 2012
Author
Natalia Elsner
Abstract
Natalia Elsner outlines how to react when you have questions about the quality of B2B panel respondents.

By the Numbers: Using research to size up a product's future

Published
March 2004
Author
Brain Cavoto
Abstract
Citing as an example the experience of a maker of servers, the article presents a guide to the questions and topics a company must address when considering adding a new product to the market.

Cleaning up

Published
October 2001
Author
Steven Lewis
Abstract
Miyago Co., Ltd. uses an ongoing survey to measure customer satisfaction, adjusting the survey as needed to obtain useful information.

Conjoint analysis valuable in business-to-business research

Published
April 1996
Author
William Ducker
Abstract
Conjoint analysis is popular in consumer marketing research. This article discusses conjoint analysis, a sophisticated form of trade-off analysis found to be particularly effective in studies involving product development strategies that are technical.

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