Industrial Market Research

Recent Articles

Below are the 2 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

An overview of business-to-business research in China

The authors outline a brief history of business-to-business research in China and then explore trends in the use of various techniques while offering tips on what kinds of information can be obtained through research.

Local knowledge, global implications

Shanghai-based researcher Laura Mitchelson draws from her own experiences interviewing Chinese businesspeople to show readers the ins and outs of conducting business-to-business research in a vast and fast-paced country.

Related Articles

There are 29 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Supply on demand

Supply chains is a hot topic in e-business. This article discusses a study sponsored by more than 20 companies that combined 100 interviews of supply chain ambassadors and a Web survey of these and a few hundred more.

Designed with care

Baby Boomers are an increasingly important segment of the population. This is a group that needs special consideration from manufacturers and advertisers in addressing their needs. This article discusses conducting packaging research with seniors, including how not to use research.

Data Use: Using the analytical hierarchy process

When there are five or fewer variables to test, the analytical hierarchy process works well. Variables are paired against each other and respondents pick the feature they like best. It can help determine how to bundle product features or how to structure payments options, for example.

Mystery shopping for manufacturers: What's happening at retail?

Mystery shopping is a key method used by many manufacturers to obtain objective information regarding what is actually happening at the retail level. This article discusses mystery shopping as a useful tool for manufacturers to fine-tune their training programs and incentivize salespeople.

Cultivating communication

Farm equipment manufacturer the Gehl Company conducted in-depth interviews with dealers from around the country that were selected to be part of its dealer council. Council members distributed forms to dealers in their area to identify concerns to bring to the dealer council meeting. The company used this council input to determine priorities for the coming year.

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