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.
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Further Reading
Paul N. Hague, The Industrial Market Research Handbook (Kogan Page, 1985).
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© 1990 Peter F. Hutton
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Hutton, P.F. (1990). The Industrial Customer. In: Survey Research for Managers. Palgrave, London. https://doi.org/10.1007/978-1-349-20698-8_3
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DOI: https://doi.org/10.1007/978-1-349-20698-8_3
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-52170-0
Online ISBN: 978-1-349-20698-8
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