附註:Published in association with the Market Research Society.
Includes bibliographical references (pages 299-301) and index.
Publisher's note; Contents; The editorial board; Acknowledgements; Introduction; The business to business market research industry; Sampling for B2B research; Trends in B2B research; What works and does not work in B2B research; The B2B research process: I Desk research; The B2B research process: II Qualitative research; The B2B research process: III Quantitative research; Costing: guidelines on the cost of projects; Overviews of the business respondent, sectors and research applications; Regional differences and comparisons in B2B research.
摘要: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.
