Using research in business-to-business and industrial markets
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 in the sophistication of their approach to marketing generally. However, the nature of industrial markets, where the buying decision process is often complex and the product may be spread across several international marketplaces, means that effective research is at least as important in these markets. Recent years have seen considerable growth in the use of marketing research techniques in industrial markets, and the full range of research techniques and applications discussed in this book is increasingly being applied. In this chapter differences of emphasis in industrial marketing research are considered for each of the chapter topics in the book.