The Industrial Customer

Peter F. Hutton
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Peter F. Hutton: Market & Opinion Research International Ltd (MORI)

Chapter 3 in Survey Research for Managers, 1990, pp 49-62 from Palgrave Macmillan

Abstract: Summary The need for reliable marketing information is as great in industrial as it is in consumer markets. Those markets vary from the highly specialised low-volume to the high-volume mass-market products. The process by which purchase decisions are made are often complex, involving a number of people and a wide variety of interrelated criteria. Survey research is used to unravel this complexity and to ascertain the relative standing of products and their suppliers in the market-place.

Keywords: Survey Research; Consumer Market; Brand Image; Corporate Image; Industrial Market (search for similar items in EconPapers)
Date: 1990
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DOI: 10.1007/978-1-349-20698-8_3

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