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Business-to-business research

Date of publication: September 1, 1998

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Author: Walter Lulay

Abstract:

In the following paper we will touch on some important aspects of business-to-business research, highlighting in brief the key differential points vis-&-vis consumer research. The focus will be on the specific problems and requirements of research in the business-to-business marketing context. Each of the following points will be dealt with: - target groups; - sampling and representativeness; - data privacy; - subjects; - research methodologies and; -data collection techniques.

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