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Business Market Research

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Fundamentals of Business-to-Business Marketing

Part of the book series: Springer Texts in Business and Economics ((STBE))

Abstract

Market research is essential for reducing firm uncertainty and sustaining a firm’s competitiveness in business-to business marketing. This chapter describes the different types of market research firm’s use to improve their understanding of the markets in which they compete. In addition, we describe the ways knowledge from individual market transactions can be transformed into valuable market information. The final part of the chapter discusses the communication of market information in the firm.

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Author information

Authors and Affiliations

  1. ESCP Europe, Campus Berlin, Berlin, Germany

    Frank Jacob (Chair of Marketing)

  2. Innovation and E-Business, Universitaet Trier, Trier, Germany

    Rolf Weiber (Marketing)

Authors
  1. Frank Jacob
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  2. Rolf Weiber
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Corresponding author

Correspondence to Frank Jacob .

Editor information

Editors and Affiliations

  1. Freie Universität Berlin, Berlin, Germany

    Michael Kleinaltenkamp

  2. European School of Management and Technology, Berlin, Germany

    Wulff Plinke

  3. The University of Sydney, Sydney, New South Wales, Australia

    Ian Wilkinson

  4. Freie Universität Berlin, Berlin, Germany

    Ingmar Geiger

Exercises

Exercises

  1. 1.

    How do the terms data, knowledge, and information differ?

  2. 2.

    Which major categories of information with relevance for business market research exist?

  3. 3.

    What is the difference between primary and secondary market information?

  4. 4.

    Describe different types of databases?

  5. 5.

    What is meant by random sampling?

  6. 6.

    What are CATI, CAPI, CAWI, and CASI standing for? Explain the concepts briefly.

  7. 7.

    Which conditions require nonmetric and which metric scales for collecting answers from respondents?

  8. 8.

    Explain the concepts of reliability and validity?

  9. 9.

    Explain a framework to describe tasks and approaches for gathering episode information?

  10. 10.

    What are performance specifications and what are functional specifications?

  11. 11.

    Explain the role of Porter’s value chain model for identifying sources of episode information?

  12. 12.

    What is a process map and how can it help in gathering episode information?

  13. 13.

    What is the role of lead users in transforming transaction specific knowledge into potential information?

  14. 14.

    What is the difference between descriptive and confirmatory data analysis?

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Jacob, F., Weiber, R. (2015). Business Market Research. In: Kleinaltenkamp, M., Plinke, W., Wilkinson, I., Geiger, I. (eds) Fundamentals of Business-to-Business Marketing. Springer Texts in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-12463-6_6

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