Business to Business Market Research.pdf

BUSINESS TO

MARKET

RESEARCH

UNDERSTANDING AND MEASURING

BUSINESS MARKETS

RUTH McNEIL

MARKET RESEARCH IN PRACTICE

BUSINESS

The Market

Research Society

With over 8,000 members in more than 50 countries, The Market

Research Society (MRS) is the world’s largest international member-

ship organization for professional researchers and others engaged in

(or interested in) marketing, social or opinion research.

It has a diverse membership of individual researchers within agen-

cies, independent consultancies, client-side organizations, and the aca-

demic community, and from all levels of seniority and job functions.

All MRS members agree to comply with the MRS Code of Conduct

(see Appendix 9), which is supported by the Codeline advisory service

and a range of specialist guidelines on best practice.

MRS offers various qualifications and membership grades, as well

as training and professional development resources to support these. It

is the official awarding body in the UK for vocational qualifications in

market research.

MRS is a major supplier of publications and information services,

conferences and seminars and many other meeting and networking

opportunities for researchers.

MRS is ‘the voice of the profession’ in its media relations and public

affairs activities on behalf of professional research practitioners, and

aims to achieve the most favourable climate of opinions and legislative

environment for research.

The Market Research Society (Limited by Guarantee) Company Number

518685

Company Information: Registered office and business address:

15 Northburgh Street, London EC1V 0JR

Telephone: 44 20 7490 4911

Fax: 44 20 7490 0608

e-mail: info@marketresearch.org.uk

website: www.mrs.org.uk

MARKET RESEARCH IN PRACTICE SERIES

Published in association with The Market Research Society

Consultant Editors: David Barr and Robin J Birn

Kogan Page has joined forces with The Market Research Society (MRS)

to publish this unique series of books designed to cover the latest

developments in market research thinking and practice.

The series provides up-to-date knowledge on the techniques of market

research and customer insight and best practice in implementing

them. It also shows the contribution market research and customer

information management techniques can make to helping organisa-

tions of all kinds in shaping their strategy, structure, customer focus

and value creation.

The series consists of several essential guides that focus on the core

skills developed in the MRS training and qualifications programmes

(www.mrs.org.uk). It provides practical advice and case studies on

how to plan, use, act on, and follow-up, research, and on how to com-

bine it with other sources of information to develop deep insights into

customers.

Fully international in scope of content, its readership is also from all

over the world. The series is designed not only for specialist market

researchers, but also for all those involved in developing and using

deeper insights into their customers — marketers in all disciplines,

including planning, communications, brand management, and inter-

active marketers.

Other titles in the series:

Consumer Insight , Merlin Stone

The Effective Use of Market Research , Robin J Birn

Market Intelligence: How and why organizations use market research ,

Martin Callingham

Market Research in Practice: A guide to the basics , Paul Hague, Nick

Hague & Carol-Ann Morgan

Questionnaire Design , Ian Brace

Kogan Page Ltd

120 Pentonville Road

London N1 9JN

Tel: 020 7278 0433

www.kogan-page.co.uk

MARKET RESEARCH IN PRACTICE

BUSINESS TO

MARKET

RESEARCH

UNDERSTANDING AND MEASURING

BUSINESS MARKETS

RUTH McNEIL

London & Sterling, VA

BUSINESS

This book is dedicated to Tim Sanders (1975–2004) who would have been a

great businessman had he lived.

Publisher’s note

Every possible effort has been made to ensure that the information contained

in this book is accurate at the time of going to press, and the publishers and

authors cannot accept responsibility for any errors or omissions, however

caused. No responsibility for loss or damage occasioned to any person acting,

or refraining from action, as a result of the material in this publication can be

accepted by the editor, the publisher or any of the authors.

First published in Great Britain and the United States in 2005 by Kogan Page

Limited

Apart from any fair dealing for the purposes of research or private study, or

criticism or review, as permitted under the Copyright, Designs and Patents Act

1988, this publication may only be reproduced, stored or transmitted, in any

form or by any means, with the prior permission in writing of the publishers,

or in the case of reprographic reproduction in accordance with the terms and

licences issued by the CLA. Enquiries concerning reproduction outside these

terms should be sent to the publishers at the undermentioned addresses:

120 Pentonville Road

22883 Quicksilver Drive

London N1 9JN

Sterling VA 20166-2012

United Kingdom

USA

www.kogan-page.co.uk

The right of Ruth McNeil to be identified as the author of this work has been

asserted by her in accordance with the Copyright, Designs and Patents Act

1988.

ISBN 0 7494 4364 2

British Library Cataloguing-in-Publication Data

A CIP record for this book is available from the British Library.

Typeset by Datamatics Technologies Ltd, Mumbai, India

Printed and bound in Great Britain by Creative Print and Design (Wales), Ebbw Vale

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