Marketing Research for Managers, 3rd Edition

13	Using research in business-to-business and industrial markets

13.1	Introduction
13.2	Getting started
13.3	Marketing research begins at home
13.4	‘Off-the-peg’ research
13.5	‘Made-to-measure’ research
13.6	How are the data collected?
13.7	Who provides the information?
13.8	How are the questions asked?
13.9	Who asks the questions?
13.10	What happens to the answers?
13.11	How do you buy good research?
13.12	Using research in industrial markets
13.13	Summary

13.1 Introduction

The use of research in industrial markets differs from its use in consumer markets mainly in application and degree, rather than in technique. This is because industrial organizations have tended to lag behind consumer organizations ...