Data warehousing devours customer market research. The telecommunications industry as an example

Johannes Adler

The institutes are leaving it to companies' market research teams to tailor methods of market research on consumers to business-to-business market research.

Data warehousing devours customer market research. The telecommunications industry as an example

Johannes Adler, Deutsche Telekom AG, Germany

MARKET RESEARCH INSTITUTES AND BUSINESS–TO–BUSINESS RESEARCH

Commercial market research usually focuses on residential customers and by and large ends up doing the donkey work for the advertising industry in this sector. Research on advertising effect focusing on residential end consumers appears to be the cash cow for many market research institutes. By contrast, very little attention is paid to the business–to–business sector. I have only come across two market research institutes in Germany over the past ten years which, for...

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