A review of business or `industrial' markets research and how it differs from consumer research. Covers: a brief historical background to business research; how to define business markets; business market structures; business universes, sampling and statistics; collecting usage information; response rates and dealing with non-response; standard error calculations.
Structuring and Measuring the Size of
Business Markets
Phyllis Macfarlane,
NOP
Research Group
BACKGROUND AND INTRODUCTION
It is perhaps appropriate to start with
a little history. In the days when manufacturing was king and service industries
were...
