The book provides a comprehensive analysis of the techniques and mechanics of the research process, and the management implications of industrial marketing research. It reveals not only how to do marketing research, but also the full range of its profitable applications, and shows how to develop an internal department and how to buy industrial marketing research.
When originally published, this was the first book to be published in the UK or USA devoted solely to the important modern management tool of industrial marketing research.
Introduction. Part 1: Management Aspects of Industrial Marketing
Research
1. Marketing Research Aspects in Interpretation
2.
Technical-Commercial Considerations
3. Why Industrial Marketing Research?
4.
Industrial and Consumer Research Similarities and Differences
5. Marketing
Research in Britain
6. How Marketing Research Aids Management Part 2: The
Techniques of Industrial Marketing Research
7. Preparing the Project
8. Use
of Secondary Sources
9. Use of Primary Sources
10. Field Techniques
11.
Advertising Research
12. Industrial Marketing Research Overseas
13. Economic
and Business Forecasting
14. Processing to presentation
15. Buying the
Researcher or Buying Research? Conclusion. Appendices.
Multivolume collection by leading authors in the field
