Gaining Insight on Business and Organisational Behaviour: the Qualitative Dimension

Discusses qualitative research as applied to business-to-business (B2B) markets. Covers; the context - how business structures have changed and become more complex; how qualitative researchers are co-operating with other information providers, and working more closely with the decision-makers; how various qualitative research tools are being used; new tasks for research (branding, cost reduction, communications, corporate culture, competition); future challenges for researching business markets.
  

Gaining Insight on Business and Organisational Behaviour: the Qualitative Dimension

Neil McPhee, MSS Marketing Research Ltd

IN THE BEGINNING

Market research in the early period, between the mid-1960s and the end of the 1970s, was essentially...