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Marketing Research Articles Related to Industrial Research

Marketing Research Articles Related to Industrial 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.

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.

Defining the system of needs in an industrial market

Published
April 1991
Author
Cliff Havener
Abstract
Researchers conducted needs research by interviewing individuals with influence upon purchasing decisions for an air compressor product in their companies. The article discusses the interviewing strategies that led from a discussion of the broader context to specific questions about the product and problems with it.

Demystifying international industrial research

Published
April 1996
Author
Chris Van Derveer
Abstract
International research is unfamiliar to many industrial products firms. This article discusses international industrial research, including similarities and differences with American research and special considerations, such as telephone and in-person methods, designing and translating questionnaires and selecting a telephone survey firm.

Designing a customer satisfaction survey for industrial products

Published
April 1995
Author
Chris Van Derveer
Abstract
Marketing research of industrial products has grown rapidly in the past few years. Customer satisfaction is the hot topic in this area of research. This article discusses how to design a customer satisfaction survey for industrial products.

Retooling the focus group to business-to-business research

Published
April 1991
Author
Daniel Oromaner
Abstract
This article discusses five key areas of difference between industrial and consumer qualitative research projects: specialized recruitment, limited populations, confidentiality, subject matter expertise and dominant group members. The author offers potential strategies for challenges associated with business-to-business focus groups.

The ups and downs of gathering business intelligence in China

Published
March 2008
Author
Laura Mitchelson
Abstract
Shanghai-based researcher Laura Mitchelson draws from her own experiences interviewing Chinese businesspeople to show readers the ins and outs of conducting business-to-business research in a vast and fast-paced country.

Tips for selecting the best methodology for industrial marketing research

Published
April 1994
Author
Chris Van Derveer
Abstract
While a company may understand the specifics of the research data it requires, the marketing manager is often left to choose the best methodology for gathering that data. This article guides industrial research managers through the four major methodologies: telephone surveys, mail surveys, focus groups and personal interviews.