11.1 Differences between FMCG & B2B research

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Uploaded by on Mar 29, 2010

B2B research is more likely to use desk research, depth interviews and online surveys. Daytime work is more likely. Business consumption is financed by the employer and is related to the employers activities, this means that businesses have more gatekeepers than domestic buyers. Finally segmentation is likely to be based on monetary metrics.. http://www.oxfordtextbooks.co.uk/orc/bradley2e

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