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Business Decision Makers – A Different Animal?

Martin Stoll, Ipsos UU and Kay-Volker Koschel, Ipsos UU and Thomas Kühn, free publisher in qualitative research, in planung & analyse, 09/2006

The authors are looking at some of the ways in which common practice in consumer qualitative research can be usefully and effectively applied in the business to business setting. The paper starts by looking at what makes b2b different from consumer research and the ways in which this has influenced the choice and style of research methods. Then it will briefly review some of the trends in consumer qualitative research before giving some examples of how qualitative methods can be used in national and international b2b settings. Finally it will finish by suggesting some of the qualitative methods we may start using in the near future.

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