Business 2 Business Research

Question 1

What is the purpose of business 2 business research?

Answer 1

Bradley, 2013

• Establish market size and structure
• Identify industry issues and tends
• Competitive analysis
• Explore relationships in distribution channel
• Understand internal issues and relationships
• Investigate image and reputation

Question 2

What are the differences between B2B and B2C in research collection?

Answer 2

Bradley 2013

• Secondary data less available for B2B
• Looser privacy requirements for B2B
• Day time interviews are the norm, and cold calling is less acceptable in B2B
• Gate keepers much more problematic in B2B than B2C

Question 3

What are the general populations that B2B research targets?

Answer 3

• Companies
• Retail outlets
• Professionals
• Opinion leaders
• Non-for-profit organisations

Question 4

What are some of the sampling issues in B2B research?

Answer 4

• Need knowledge of industry sector
• Gatekeeper access issues
• Difficulties in the identification of owners/managers of a business

Question 5

Who is involved in a decision making unit (DMU)?

Answer 5

Baine et al, 2008

• Gatekeepers
• Influences
• Users
• Decision makers
• Stakeholders

Question 6

What are some primary research methods that can be used in B2B research?

Answer 6

• Interviews
• Focus groups
• Telephone surveys
• Mail surveys
• Internet surveys
• Observational research

Question 7

Describe interviews in B2B research:

Answer 7

• Expert informants are able to give good insight into issues in industry
• Cover letter should be sent

Question 8

Describe focus groups in B2B research:

Answer 8

• Can involve many members of the DMU
• May be bias (depends on whose in it)
• Problems about geography

Question 9

Describe telephone interviews in B2B research:

Answer 9

• Only to be used if information is non-technical and doesn’t involve too much time
• Issues of privacy and confidentiality

Question 10

Describe mail/internet surveys in B2B research:

Answer 10

• Useful if market is widely dispersed or there is a large population
• May be considered junk mail
• Should be addressed to a named person when possible

Question 11

Describe observational research in B2B context:

Answer 11

• Qualitative | Quantitative
• Can monitor employee behaviour in organisation
• Can be used to investigate installation of equipment