Business-to-business market research

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Title:

Author:

Block, Martin P., 1946-

ISBN:

9780324222302

9780324400731

9780324400724

Personal Author:

Block, Martin P., 1946-

Edition:

2nd ed.

Publication Information:

Mason, OH : Thomson, 2005.

Physical Description:

x, 277 p. : ill. ; 24 cm. + 1 CD-ROM (4 3/4 in)

Contents:

1. The business-to-business research landscape -- 2. Managing business-to-business market research -- 3. Secondary sources of information -- 4. Marketing databases -- 5. Analytical tools -- 6. Designing survey research -- 7. Fielding survey research -- 8. Qualitative research methods -- 9. Focus group interviews -- 10. Conjoint analysis -- 11. Multidimensional scaling and preference mapping -- 12. Marketing mix models and financial returns.

Subject Term:

Industrial marketing -- Research.

Industrial marketing -- Management.

Marketing research.

Added Author:

Block, Tamara Brezen.

Added Corporate Author:

American Marketing Association.

Racom Communications.

Electronic Access:

Table of contents http://www.loc.gov/catdir/toc/ecip058/2005004871.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015765213	658.804 B651B 2005	1	Searching... Unknown

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Summary

BUSINESS TO BUSINESS MARKETING RESEARCH is written by proven research powerhouses. Drawing upon their collective years of experience, the authors examine topics unique to B2B, equipping readers with the tools and the techniques for effective research. The book spotlights new techniques related to focus groups and in-depth interviews, as well as the impact of data mining and other computer and technology-driven types of research. an accompanying CD enables users to apply the tips and techniques to live data.