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Description of Business to Business Marketing Research

BUSINESS TO BUSINESS MARKETING RESEARCH is written by proven research powerhouses. Drawing upon their collective years of experience, the authors examine topics unique to B2B, equipping readers with the tools and the techniques for effective research. The book spotlights new techniques related to focus groups and in-depth interviews, as well as the impact of data mining and other computer and technology-driven types of research. an accompanying CD enables users to apply the tips and techniques to live data.

Title Information

ISBN:

9780324222302

Pages:

288 pages

Format:

Hardback

Product Code:

19468

Publisher:

South-Western, Division of Thomson Learning

Published:

11/05/2005

Edition:

2nd Edition

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Contents of Business to Business Marketing Research

1. Business-to-Business Research

2. Value-Based Marketing Perspective

3. Secondary Sources of Information

4. Marketing Databases

5. Analytical Techniques

6. Designing Survey Research

7. Fielding Survey Research

8. Qualitative Research Method

9. Focus Group Interviews

10. Conjoint Analysis

11. Multidimensional Scaling and Preference Mapping

12. Marketing Mix Models and Financial Returns