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A review of industrial market segmentation research and a proposal for an integrated segmentation framework
1985, International Journal of Research in Marketing
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Industrial Marketing Research: an Overview of Techniques
Cite this chapter.
- Ronald McTavish 3 &
- Angus Maitland 4
Part of the book series: Macmillan Studies in Marketing Management
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In the last chapter it was noted that the manner in which market research is executed is a function of the needs and resources of the industrial organisation. Before embarking on a description of market research techniques it is useful to clarify the differences in emphasis between industrial and consumer market research as this influences the importance of the techniques used. These differences are adequately described by both Gordon 1 and Hutchison, 2 and the most important can be summarised as follows:
Consumer goods are purchased by members of the public whereas industrial goods are purchased on behalf of an organisation.
The industrial market researcher tends to require a knowledge of product technology.
The consumer population tends to be normally distributed and thus subject to sophisticated statistical analysis, whereas the industrial population is less numerous, and less easily categorised, and random samples are not likely to be representative of the total industrial population.
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P. K. Minton (Chairman, IMRA Techniques Committee), Technology Statistics and Industrial Marketing Research , a paper presented on behalf of the Industrial Marketing Research Association at the Statistics User’s Conference, March 1974.
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See for instance Export Marketing Research Scheme (London: British Overseas Trade Board, H.M.S.O., 1974): and S. Poulder, ‘Market Research Abroad’, Export Direction (Feb 1976).
See D. Jobber, ‘Information and Management’, Quarterly Review of Marketing (Autumn 1976).
D. Jobber and C. Rainbow, A Study of the Development and Implementation of Marketing Information Systems in British Industry (Huddersfield Polytechnic, 1975).
L. Adler, ‘How to Economize in Industrial Marketing Research’, Industrial Marketing Management (Oct 1975).
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University of Strathclyde, UK
Ronald McTavish ( Senior Lecturer in Marketing )
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© 1980 Ronald McTavish and Angus Maitland
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McTavish, R., Maitland, A. (1980). Industrial Marketing Research: an Overview of Techniques. In: Industrial Marketing. Macmillan Studies in Marketing Management. Palgrave, London. https://doi.org/10.1007/978-1-349-16317-5_6
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Please note you do not have access to teaching notes, customer satisfaction in industrial markets: opening up the concept.
Journal of Business & Industrial Marketing
ISSN : 0885-8624
Article publication date: 1 February 2002
The purpose of this paper is to “open up” the concept of customer satisfaction in industrial markets through arguing for a broader, contextually sensitive perspective to the phenomenon in its real‐life settings. The conceptual argumentation put forward in this paper is based on an action‐oriented research project on customer satisfaction in industrial markets conducted in two globally operating case organizations, the first one in paper machine manufacturing and the second one in production of high quality steel for industry. On the basis of the three steps highlighted in this paper – the inner context of a business relationship, the connected network of the customer‐supplier relationship, and the outer context of the connected network – it is argued that one can gain a more complete understanding of the context within which customer satisfaction actually emerges in industrial markets. The main function of the three steps proposed in this paper is to structure the inherent complexity and multiple facets of different contexts affecting customer satisfaction as a managerial phenomenon.
- Customer satisfaction
- Industrial marketing
- Channel relations
Tikkanen, H. and Alajoutsijärvi, K. (2002), "Customer satisfaction in industrial markets: opening up the concept", Journal of Business & Industrial Marketing , Vol. 17 No. 1, pp. 25-42. https://doi.org/10.1108/08858620210415181
Copyright © 2002, MCB UP Limited
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