8. B2B research Flashcards Preview

18.01.17 - Market Research Exam > 8. B2B research > Flashcards

Flashcards in 8. B2B research Deck (7)
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1
Q

What does B2B Mrs cover?

A

A vast range of economic and social activities
covers products/services supplied to or bought by firms & organisations in
-industrial sector
-commercial sector
-technical sector
-public sector
-professional enterprises

2
Q

B2B characteristics (3)

A
  1. Nature of supplies
    - in many cases similar good/services as in consumer markets - but reasons for purchase are different (not just for consumption)
  2. Complex decision-making
    - generally more complex than consumers’ buying decisions
    - five roles: gatekeeper (control inflow of info into org e.g. PA telephone answerer), user, influencer, buyer (is it credit how long have I got to pay etc cost), decider (head of IT)
  3. Concentrated Buying Power
    - “pareto effect” operates in several sectors
  4. Derived Demand: (trends) what we might expect sales to be. if theres 50 cars we will need 50 lightbulbs
    - industrial demand largely dependent on trends in end-use markets
  5. Vertical Demand: Xbox game can’t be used on ps4
    - some products have distinctly limited market opportunities
  6. Horizontal Demand: you can use sellotape to fix multiple things
    some products have a wide range of customers across many industries
3
Q

Stages of B2B MRs

A
  1. Research brief
    1. Research proposal
    2. Data collection
    3. Data analysis & evaluation
    4. Preparation and presentation of
      survey research report
4
Q

Secondary sources

A
  1. ## Census of Production2.Business Monitor:
    -detailed info about UK industrial production
    -published regularly - more up to date info
  2. Trade Associations ( including chamber of commerce)
    - limited outlook to specific sectors - but detailed information
    - membership is voluntary - issues of sample validity (not everyone gets involved)
    - the collection of information within associations depends largely on goodwill (may not always be avaliable
  3. Trade directories/ yearbooks:
    - of variable quality
    - also, very many specialists journals

5.Stock Exchange yearbook:

  1. Exhibition Catalogues:
    - can be used to enhance knowledge of particular industries
    - some companies, however, prefer not to use exhibitions
  2. Research Associations:
    - some industries have research associations which publish market data, eg. The Furniture Industry Research Association (FIRA)
5
Q

Aspects of Primary Data Collection

A
  • Sampling & Sampling frames
  • Expert informants (key experts on particular area e.g. sales)
  • Questionnaires and Interviewing
  • Observational techniques (the hatch at the boat example)
  • Telephone surveys
  • Mail surveys
  • Qualitative techniques
  • Group discussions
  • User panels & Omnibus surveys
6
Q

Finacial service

A
  • traditionally, slow to adopt marketing orientation
  • financial services now use marketing research widely
  • notable innovation:
  • telephone banking
  • cash point
  • more competitive behaviour
  • “direct line” insurance
  • TV banking service “OPEN”
  • Internet banking/ insurance “EGG bank”`
7
Q

Public Sector Services

A
Marketing research into community needs gives objective information to guide policy making:
-education
-health
-social services
-planning/ recreation
information sources include:
-government Social Survey
-departmental surveys
-royal commission