第一代写网代写留学生作业-代写作业模型-市场专业课程作业写作技巧，Marketing Research Business to Business
Bradley Chapter 11
You should be able to:
1. Explain the purposes of business to business research
2. Describe the populations involved in business to business research
3. Explain the procedures used in business to business research
4. Show what must be considered at the publication
stage of business to business research
5. List the differences between FMCG research and
Business to Business research
Learning Outcomes
• The business researcher examines
8Market structure and size
8Satisfaction
8Quality
8Image
8Competition
• Customer Relationship Management Programmes
(CRM) requires research to monitor the service levels
delivered to customers.
• Employee satisfaction studies or “colleague opinion
surveys” are one type of satisfaction study.
1. Purposes of business to
business research
• In business markets the number of buyers
is greatly reduced, yet their total
purchases are greater.
• This has led to “over-researching” of
particular groups
• Quota sampling is favoured and uses
8size: employees, turnover, consumption
8decision making role
2. The populations
involved
Decision-makers are categorised as the
8User
8Influencer
8Decider
8Buyer
8Gatekeeper
A purchase may be complex or simple
8“New Buy”
8“Modified Rebuy”
8“Straight Rebuy”
Sampling
• The in-house database is considered before
looking outside for sampling frames
• The next consideration goes to represent
people/firms not in the list:
8lapsed buyers
8dissatisfied customers
8non-customers
• The Standard Industrial Classification (SIC) is
often used
Sampling
• Secondary data & expert interviews are
very important
• Trade body estimates, company annual
reports and trade directories are
particularly useful to estimate market sizes
• Primary methods are used
3. Procedures used
• Business research practitioners use two techniques to
estimate market sizes, the top-down approach and the
bottom-up approach.
Top-down approach - identifying full market size data in
the sector. Finding known information from sub-sectors
and removing these to leave the sector of interest.
Bottom-up approach - amalgamating known information
for areas (or sub sectors of the SIC code) contained in
the sector of interest.
• Afterwards “expert interviews” with people involved in the market confirm the approximations created.
Market Size Estimation
• Business to Business research may involvepublishing results for respondents: a summary ofresults is sometimes used as an incentive.
• For satisfaction studies it is important to design amechanism whereby feedback is made availableproperly. This may mean a series of face-to-facemeetings with numerous personnel.
4. What to consider at the
publication stage
• Sampling frames are often found in directories and are
complete.
• Businesses have more gatekeepers that can causedifficulties.
• Segmentation is likely to be based on monetary bases.Consumption of the product in question is financed bythe employer and is related to the employer’s activities.
• Conversely in FMCG sectors consumption is financed bythe individual and is related to the individual’s activities.
5. FMCG & B2B Differences
Nigel Bradley: Marketing Research – Tools and Techniques, First Edition
© Oxford University Press 2007.
代写留学生作业TASK
If you were to invite representatives fromcompeting firms to attend a focus group(as respondents) what problems might youanticipate?