Business-To-Business Marketing Research

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

When using laddering in B2B research, target your probes effectively: Responding to an October Quirk’s article on using laddering in consumer research, the author adds her own insights on how to make laddering work in the B2B setting by adjusting the process to better meet a busy professional’s mind-set.
Why online focus groups can work for B2B research: The author outlines 13 strengths of online focus groups for B2B research, including their ability to easily assemble far-flung and specialized audiences, and opines on how the method might evolve to keep pace with changes in technology.
How to take your in-house research practices to the next level: Using the 10 key performance indicators detailed here, client-side researchers can install a continuous improvement process to add rigor and impact to their department’s practices.
How to transform market research from vulnerable to valuable: The authors draw from in-depth interviews with top researchers to provide concrete steps that MR departments can take to raise their internal profile.
Considerations in quantitative data collection in China: Conducting commercial quantitative research in China presents methodological and cultural issues that either don’t exist or that have already been solved in Western society. Researchers must take heed in this relatively-virgin territory and adapt their strategies to cater to China’s unique circumstances.

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There are 104 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Squeeze play: Manufacturers are caught in the squeeze between flat or declining selling prices and increases in costs for raw materials. This article discusses strategies companies can use to minimize the squeeze impact and the importance of integrating customer voice into the decision making.
B2B marketing in troubled times: 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.
Data Use: Uncovering customer loyalty drivers using structural equation modeling: In an effort to continually improve a company’s product or service offerings while growing a consistent customer base, marketers wisely strive to maximize loyalty and customer satisfaction by deploying loyalty and satisfaction research. This article discusses structural equation modeling as the best tool for gaining a clear understanding of the relationship between satisfaction and brand loyalty.
The Q-Q matrix: Data warehousing has taken market segmentation analysis to greater, more desirable levels, though it is often used with companies with thousands - even millions - of customers. This article discusses the Q-Q matrix as a segmentation tool for small-to-medium business-to-business companies, including how to use the matrix.
By the Numbers: Using research to size up a product's future: 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.

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Related Glossary Terms

Business-to-business research: Research directed specifically towards companies whose customers are primarily other businesses.

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Related Associations

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Related Events

VISION 2010: May 10-12, 2010; Vovici will hold its Vision 2010 conference on May 10-12 at the Reston Hyatt in Reston, Va.
BIG CONFERENCE 2010: May 12-14, 2010; The Business Intelligence Group will hold its annual BIG Conference, themed 'Back to Black? Prospects for B2B Research,' on May 12-14 at the Marriott St. Pierre in Chepstow, South Wales, U.K.

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