This is what Kogan page say about Ruth McNeil's book BUSINESS TO BUSINESS MARKET RESEARCH
Understanding and Measuring Business Markets
• The worldwide B2B market is estimated at US $1000 million
• An essential guide that focuses on core skills linked to the burgeoning MRS training and qualifications programmes
• Written by an experienced practitioner
• Contains real-life case studies highlighting key B2B issues
Published with • Market Research Society
Description
Business to Business market research refers to research that is undertaken entirely within the business world. A B2B client might want research on their business customers, suppliers, or other parties involved in the running of their business. The value of business market research in the UK is estimated at £118 million per annum, yet there has been little published on this important area.
This new title is the definitive guide to business to business market research. Approachable in style it answers all the key questions relevant to both a student and practitioner readership. Containing the very latest thinking on research techniques, use of market research and global activity, it will help readers to learn from the experience of others, develop core skills and apply market research effectively.
Packed with real-life case studies of B2B issues facing companies today, it contains practical tips on best practice and current thinking.
Series • Market Research in Practice
Contents
What is B2B research? Trends in B2B research. B2B desk research. B2B qualitative issues. B2B quantitative issues. Sector overview. Respondent type overview. Research areas overview. What's it like being a B2B research client? What's it like being a B2B researcher? Ethics and data protection issues.
Author Information
Ruth McNeil was formerly International Account Director at Research International. She now runs her own market research consultancy and has a wide variety of clients from both the private and public sectors. A speaker and industry commentator, she also runs courses for the MRS.
The book has been published in English and Russian.
UK
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USA
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The primary market sectors covered in the book are IT/Telecoms, Financial (Retail and Business Banking, Insurance), Pharmaceutical, Agrochemical and Heavy and Light Industry. Others are covered too include Professional Services, Construction etc
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