THE basic techniques for research in the field are postal questionnaires, telephone interviews, personal (individual) interviews of the question-andanswer type, personal interviews using depth techniques, personal interviews in groups using depth techniques, and observation. Besides these, various attempts can be made to adapt certain other research techniques to industrial marketing research needs-notably panels, store audits and test marketing. The characteristics of the industrial respondent, however, precludes the use of these latter techniques, except in the most unusual circumstances.