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.

chapter |2 pages


chapter |2 pages


chapter 2|22 pages

Technical-Commercial Considerations

chapter 3|17 pages

Why Industrial Marketing Research?

chapter 5|9 pages

Marketing Research in Britain

chapter 6|18 pages

How Marketing Research Aids Management

chapter 7|18 pages

Preparing the Project

chapter 8|12 pages

Use of Secondary Sources

chapter 9|13 pages

Use of Primary Sources

chapter 10|26 pages

Field Techniques

chapter 11|9 pages

Advertising Research

chapter 12|13 pages

Industrial Marketing Research Overseas

chapter 13|6 pages

Economic and Business Forecasting

chapter 14|21 pages

Processing To Presentation

chapter 15|16 pages

Buying the Researcher or Buying Research?