or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Business and industrial
Utilities and services
ESOMAR Conference papers
Int. Journal of Market Research
Journal of Advertising Research
MRS Conference Papers
Int. Journal of Advertising
Date: newest first
Date: oldest first
Multi-language multi-continent B2B community panel: How B2B research can effectively span the world
Monique Morden and Eddie Accomando, ESOMAR, Latin America, Mexico City, May 2012
How B2B panels can successfully thrive in the international sphere of online research is explored in this paper.
How B2B panels can successfully thrive in the international sphere of online research is explored in this paper. Texas Instruments is a B2B community panel that intends to maximise research among a relatively small target market. Case studies demonstrate the pros and cons of a B2B community panel as well as the considerations for doing research in multiple continents. Learnings about conducting community panels within South America are the focus, taking language, culture and technological aspects into account when designing and managing a community panel.
Listening to Social Media From a B2B2C Perspective: How to strengthen the competitive role as "preferred supplier" with netnography
Steffen Hück, Julia Jonas, Anne Grünhagen and Cornelia Lichter, ESOMAR, Online Research, Berlin, October 2010
This presentation gives insight into B2B-specific business requirements and how the application of innovative, consumer-centric research methods like Netnography can be applied to strengthen the competitive situation of strategic suppliers within the B2B2C eco system of the food market.
This presentation gives insight into B2B-specific business requirements and how the application of innovative, consumer-centric research methods like Netnography can be applied to strengthen the competitive situation of strategic suppliers within the B2B2C eco system of the food market. This presentation demonstrates how listening to social media with Netnography has generated real competitive advantages. Insights and inspiration for the successful use and implementation of social media research for B2B companies are also provided. Two food case studies on natural and healthy nutrition as well as on the next generation of citrus beverages demonstrate the application of Netnography.
Using Online Bulletin Boards to Develop High Value Corporate Strategy
Penny Mesure, Orla McGouran and Michael Feehan, ESOMAR, Congress Odyssey, Athens, September 2010
Insights generated from interviews with hard to pin down stakeholders (ex. C-suite executives from customers in the B2B arena) can provide a benefit for planning corporate strategy.
Insights generated from interviews with hard to pin down stakeholders (ex. C-suite executives from customers in the B2B arena) can provide a benefit for planning corporate strategy. Online bulletin boards provide a powerful and flexible way to interact with senior audiences, generating high engagement and rich data for analysis and interpretation. This paper includes case study detail from an evolving program of studies with key international stakeholders for Philips, leveraging online bulletin boards to generate insights which drive critical brand strategy decisions. Weakening the distinction between corporate client and isolated research respondent brings both challenges and opportunities
Dimensions of relationship marketing in business-to-business financial services
Edwin Theron and Nic S. Terblanche, International Journal of Market Research, Vol. 52, No. 3, 2010, pp. 373-392
Relationship marketing (RM) is frequently employed by firms to improve their dealings with customers.
Relationship marketing (RM) is frequently employed by firms to improve their dealings with customers. Despite the absence of a universally acceptable definition of RM, it has gained considerable interest and application in business-to-business (B2B) industries since the 1990s. The purpose of this paper is to report on the dimensions that were identified by RM managers of a major B2B financial services provider as important in establishing and managing long-term marketing relationships. The Analytic Hierarchical Process (AHP) method was used to identify the most important dimensions. An initial pool of 23 dimensions of RM was identified in the marketing literature, and this pool of dimensions was reduced to 10 after the empirical study. The study found that particular dimensions are more important than others when relationships are established, and that trust, commitment, satisfaction and communication are the most important dimensions. Further dimensions identified as important in the B2B financial services industry are competence, relationship benefits, bonding, customisation, attractiveness of alternatives and shared values. The findings are valuable for the continual management of marketing relationships with customers.
Engaging Business Decision-Makers Online: What do they love and hate about online market research?
Mark Walton, Market Research Society, Annual Conference, 2010
This paper contains a concise perspective on conducting online market research among business decision-makers and the challenges that the market research industry faces.
This paper contains a concise perspective on conducting online market research among business decision-makers and the challenges that the market research industry faces. Opportunities include a more convenient and less intrusive method than other data collection methods, and it can be cost-effective. However, many consumer panels are facing increased recruitment costs, falling response rates, concerns about panellist engagement and data quality and increased panel attrition. A good interviewer is a critical component in the process. A Global Business Decision-Makers survey conducted in seven countries in August 2009 is presented as a case study.
Measuring the business elites of India and China: powerhouse methodology meets powerhouse economies
Andrew Green, Jenny Heak and Simon Staplehurst, ESOMAR, Asia Pacific Conference, Singapore, April 2008
If forecasts are to be believed, China and India will rank as the world's first and second largest economies by the middle of this century.
If forecasts are to be believed, China and India will rank as the world's first and second largest economies by the middle of this century. These fast-growing economies have spawned a new generation of elite businessmen, both local and international, who are driving this process forward. This group appeals to marketers of everything from airlines to luxury watches, as well as business publishers and broadcasters. This paper details the Business Elite Survey carried out by Ipsos in India and China in an effort to gain an insight into this hard-to-reach group. This paper details the methodology used, and the challenges that resulted from conducting research in two countries that each has a unique approach to business.
Using the repertory grid to access the underlying realities in key account relationships
Beth Rogers and Lynette Ryals, International Journal of Market Research, Vol. 49, No. 5, 2007, pp. 595-612
This paper examines a variety of examples of repertory grid research to assess how and why the technique is used.
This paper examines a variety of examples of repertory grid research to assess how and why the technique is used. In particular, the authors focus on the strengths and weaknesses of using the repertory grid to explore the nature of close business-to-business relationships. Compared with the more frequently used technique of qualitative depth interviews, differences were found which suggest that further research is needed to identify what really drives supplier-buyer interdependence. The research indicates the value of the repertory grid in exploring topics that are not well defined and to identify the way that business decision-makers are making sense of their work environment.
Emerging from the shadow of consumer panels - B2B challenges and best practice
Marek Vaygelt, ESOMAR, Panel Research, Barcelona, November 2006
This paper reviews the specific challenges faced by Business to Business (B2B) researchers in using internet access panels.
This paper reviews the specific challenges faced by Business to Business (B2B) researchers in using internet access panels. The history of internet research has been dominated by the consumer perspective although the move away from traditional data collection methods has been faster in some B2B markets than in consumer research. This paper seeks to raise issues for discussion to allow for B2B researchers to deliver professional data and results in an internet environment.
Applications of motivation research in technology markets
Carol K. Galvin, Stacy Novack, Steven Halling and Bernadette DeLamar, ESOMAR, Qualitative Research, Barcelona, November 2005
Manufacturers of business products have sought more effective ways for messages to break through, be heard and resonate with their audiences.
Manufacturers of business products have sought more effective ways for messages to break through, be heard and resonate with their audiences. While purchase decisions for high-end business products are typically team decisions, and the dynamics of the decision process have been dissected by researchers for years, the element that has typically not entered this model is the personal one; as understanding of the motivations of the key person who is the (internal) expert on the product. This paper addresses the discovery of the values and/or motivations of buyers.
‘Hidden’ opportunities and benefits in using web-based business-to-business surveys
Wolfgang Teller, Christoph Teller and David Grant, International Journal of Market Research, Vol. 47, No. 6, 2005, pp. 641-666
The use of surveys continues to be an important technique in business-to-business (B2B) market research, and internet or web-based surveys are fast becoming desirable alternatives to traditional survey methods.
The use of surveys continues to be an important technique in business-to-business (B2B) market research, and internet or web-based surveys are fast becoming desirable alternatives to traditional survey methods. Web-based surveys have several technological and methodological advantages to help improve both internal survey and external validity. This paper presents the results of a webbased survey conducted in a typical B2B research setting to evaluate the ‘hidden’ opportunities and benefits of web-based surveys. We demonstrate that using a web-based approach has considerable potential for examining ex post the quality of collected data and for retrieving findings to improve future surveys.
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc