Business Marketing –Term 5 | PGDM 2017-19

Assignment on

B2B Marketing Research

Submitted by:
Group 2
Sl No PGDM No. Name
1 17004 Anshul Babu
2 17029 Rakshit Shah
3 17062 Ikenna Uzoma Waturuocha
4 17084 Saurabh Singh
5 17103 Ankita Pawar
6 17138 Suman Kumar Das

Submitted to:
Prof. Sugant R
Associate Professor – Marketing
SDMIMD, Mysuru

Submitted on: 21-09-2018

SDM Institute for Management Development
Mysuru, Karnataka, India
Contents
Introduction ......................................................................................................... 5

Market Research ................................................................................................. 5

Scope of Business marketing research .............................................................. 5

Development of market potential ....................................................................................... 5
Market share analysis .......................................................................................................... 6
Sales Analysis ....................................................................................................................... 6
Forecasting............................................................................................................................ 6
Competitor Analysis ............................................................................................................ 6
Benchmarking ...................................................................................................................... 6
Business Trends studies ....................................................................................................... 6

Marketing Research Process: ............................................................................ 7

Step 1: Identifying the problem/opportunity and defining research objectives: ........... 7
Step 2: Develop the research design/plan: ......................................................................... 7
Sources of data: .................................................................................................................. 7

The standard industrial classification (SIC) ....................................................................... 8

Sampling Plan: .................................................................................................................... 9

Data collection method (Research Instruments) ................................................................. 9

Step 3: Collecting Data: ....................................................................................................... 9

Editing: ............................................................................................................................. 10

Coding: ............................................................................................................................. 10

Classification: ................................................................................................................... 10

Tabulation: ........................................................................................................................ 10

Step 4: Data analysis:......................................................................................................... 10

 Descriptive analysis: ................................................................................................. 10

 Inferential analysis: ................................................................................................... 10

 Differences analysis: ................................................................................................. 10

 Regression analysis: .................................................................................................. 10

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  Associative analysis: ................................................................................................. 10

 Predictive analysis: .................................................................................................... 10

Step 5: Presenting the research findings/report .............................................................. 10

Implications of Types of Decision Support ..................................................... 11

Research to Support Targeting Decision ......................................................................... 11
 First Phase: Exploratory Research ............................................................................ 11

 Second Phase: Conclusive Research ......................................................................... 12

Market Segmentation ........................................................................................................ 12

Research to Support Design Decisions ............................................................................. 12
 Benefits desired ......................................................................................................... 13

 Reactions to product, service .................................................................................... 13

 The nature of the buying decision process ................................................................ 13

 Communications methodology ................................................................................. 13

Research to Support Go/No-go Decisions ........................................................................ 13

Case Study .......................................................................................................................... 13
Objective:.......................................................................................................................... 13

Process followed: .............................................................................................................. 13

Results: ............................................................................................................................. 14

Designing the research- Differences from market research in consumer

markets ............................................................................................................... 14
Concentrated markets: ...................................................................................................... 14
Diversity of interest in the buying centre: ....................................................................... 15
 Initiator: ..................................................................................................................... 15

 Influencer: ................................................................................................................. 15

 Gatekeeper:................................................................................................................ 15

 Decider: ..................................................................................................................... 15

 Buyer: ........................................................................................................................ 15

 User: .......................................................................................................................... 15
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 Technical Expertise: .......................................................................................................... 16

Practical advice for b2b market research....................................................... 16

Conducting personal interviews ....................................................................................... 16
The three-stage interview .................................................................................................. 16
 Interview stage 1: focused life history in context: “How did you get here?” ........... 16

 Interview stage 2: the actual experience: “What is it like being you?”..................... 16

 Interview stage 3: reflection on the meaning: “What does it mean to you?” ............ 16

Effective use of Surveys ..................................................................................................... 17

Buying Centre Interaction ................................................................................................ 19
The Webster and Wind Model.......................................................................................... 20
Managing Uncertainty ....................................................................................................... 20
Segmentation and Targeting: ............................................................................................ 20

Product Development: ...................................................................................................... 20

Marketing Communication and Media Selection: ............................................................ 20

Market and Competitive Analysis: ................................................................................... 20

Pricing and Forecasting: ................................................................................................... 20

Conclusion.......................................................................................................... 21

Bibliography ...................................................................................................... 22

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 Introduction

The business-to-business market differs in key areas from business-to-consumer research and
requires a unique approach in terms of market research. There are many differences between
consumer and B2B markets. B2B particularly its industrial segments, requires an entirely
different approach to market research because of the importance of both performing and
interpreting research in the business context. Sophisticated research techniques, while
valuable, are less important than understanding technical product applications or complex
business models. As a B2B market research professional you need to get the data right, but
you need also to be a strategist and approach each research project as a business case
analysis.

Market Research

Business-to-Business is a process of selling products or services to other businesses.

Competitive analysis is extremely important to build B2B strategies as they help highlight
where you’re having success and your weaknesses against your competitors.

B2B analysis provides a direct contact with buyers and sellers, this can include the traders,
industrialists, middlemen, drop shippers and wholesalers from across the world. It provides
an ideal opportunity to expand business network. One can identify the influential companies
and can get directly in touch with them to create mutually benefiting partnerships. Small
business owners can get more visibility in the market through B2B analysis. Helps you
identify Sales Leads and not waste time chasing the wrong ones.

Scope of Business marketing research

Scope’s market research can help organizations to identify potential customers, gain a more
detailed understanding of buyer’s need, buyers’ views on a product or service, market size,
develop effective strategies, impact of current economic and demographic trends on the
future of the business, identify new opportunities in the market and forecast future trends.

Development of market potential

Market potential is the entire size of the market for a product at a specific time. It
represents the upper limits of the market for a product. So, through the market
research organization can try to get the potential of buyers and how they can develop
the potential of the market.

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Market share analysis
The market analysis is one of the most important parts of any start up strategy. It can
help reduce risk because if you really understand your potential Buyer and market
conditions, you’ll have a better chance of developing a viable product or service.

Sales Analysis
The analysis of sales reports to determine various sales metrics is known as Sales
Analysis. The various metrics are: inventory stock, effectiveness of sales force,
company’s performance against the set goals etc.

Forecasting
Forecasting is most commonly used to determine future sales/demand size as well as
budget allocation. In the B to B forecasting help the organization to predict the buyers
demand based on previous orders and it helps the organization to maintain the
inventory.

Competitor Analysis
Competitive analysis involves collecting, compiling, analysing and interpreting
information about your competitor’s service or product, pricing strategies, target
customers, new product launches, and R&D.

Benchmarking
Benchmarking is the process of comparing factors such as cost, quality, product
features and functionality, scope, service, response and availability of your offering
against competitors in the same market – whether that be geographic or industry
sector. By creating a comparative matrix of your competitors’ product or service
offerings you have the beginnings of a business case to make any necessary
improvements and develop an optimum offering.

Business Trends studies

When businesses compare a measurement to a series of the same stat, they can
identify a trend. Trend research and analysis allow companies to assess their work and
predict future business. Trends are watched carefully in every industry and for general
commerce.

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 Marketing Research Process:

Business marketers, after identifying the areas of marketing research, face the question – how
to conduct marketing research? In other words, what are the task involved in business
marketing research? The answer to these questions is to follow the logical steps involved in the
marketing research process, shown in the below figure. Each step is briefly described with the
focus on the business marketing research.
Research Paper:

Step 1: Identifying the problem/opportunity and defining research objectives:

The first step in the marketing research process is to identify the marketing problem or
opportunity accurately and define the objectives of the marketing research. Through this
organisation is trying to answer questions like will the company have enough market potential,
customer acceptance and capability to earn profits in the prospect market.

Step 2: Develop the research design/plan:

The business marketing researcher develops the research design, which basically indicates the
procedure and the cost of conducting research study. The research design includes the decision
areas as shown in the figure:

Sources of data:
 Primary Data:

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It consists of original information gathered for specific purpose like survey. You can go for the
various research methods for primary data collection as shown below in the figure

 Secondary Data:
It consists of data or information that exist somewhere and was collected earlier some purpose
like data from the book, research paper, some articles etc.

The standard industrial classification (SIC)

One of the most important secondary data sources for business marketing research is the SIC.
The SIC is categorized the economy into different divisions, denoted by a letter code; within
each division into major industry groups denoted by a three digit code. The SIC system enables
the identification of groups of businesses that produce the same type of product. It is
particularly important because several secondary data sources used in business marketing
research have their data arranged according in accordance with SIC codes.
As you can see that:

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Sampling Plan:
The sample is a part of population which is selected to obtain the necessary information. The
population consist of all the items under consideration in research project and depends on the
research objective. It consists three decision i) sampling unit ii) Sample size iii) sampling
procedure.

Data collection method (Research Instruments)

For collecting primary data two methods or research instruments are mainly used
Questionnaire:
The questionnaire includes a number of questions printed or typed in proper sequence for
presenting to respondents for their answers question should be simply easy to understand direct
and unbiased.
Mechanical instrument:
These devices are used more in consumer research to collect information directly. The
instrument used are eye cameras psycho galvanometer audiometer and Motion Picture cameras.

Step 3: Collecting Data:

This phase is referred to as fieldwork. it is an expensive and oriented phase. In this method the
few problems are not the availability of respondents or some respondents may not co-operate
awesome respondent may give Biased or dishonest replies.
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Processing and analysing the data:
It includes editing coding classification and tabulation.

Editing: It consists of checking the completed questionnaire for any errors and omissions, and
correcting, wherever required. This ensures consistency and accuracy.

Coding: It includes assigning symbols and numerals to answer so that the answer can be put
into Limited categories. The researcher should ensure that coding errors are minimized or
eliminated.

Classification: Classification of data consists of arranging the data into groups or classes,
based on common characteristics.
Tabulation: It is an ordinary arrangement of data in two columns and rows so that further data
analysis can be done.

Step 4: Data analysis:

It can be categorized into:

 Descriptive analysis: It is used to describe or summarise the distribution of the

variables in the data set. It tends to be essentially univariate in nature,i.e. It involves a
single variable at a time.
 Inferential analysis: It is used to generate conclusions about the population's
characteristics based on the sample data. The main techniques of inferential analysis
are estimation, distribution fitting, hypothesis testing.
 Differences analysis: It is used to compare the distribution of responses of one group
to that of another group or of other groups. The comparison could be in terms of any
population parameter, but is usually performed for means, proportions variances.
 Regression analysis: It tries to find to find the relationship between two or more
variables. In this one variable is depended on other.
 Associative analysis: It's studies the strength, form, direction of relationships between
two or more variables. It is also called bivariate analysis if two variables are involved
and if more than two variables are there it is called multivariate analysis.
 Predictive analysis: It allows one to make forecast or projections for future events. It
involves a study of past and present data to estimate / predict / project future values of
variables of interest.

Step 5: Presenting the research findings/report

The final stage of business marketing research study is reports preparation, including
communication of research findings. Although the research findings are communicated by
means of a written report. While making written or oral presentation one should keep the
following points in mind:

1. Researcher should collect the information about the profile of the executives who would be
interested in Research report from the user company. The researcher should not use too many
technical terms or jargons.
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2. The main research finding should be relevant to the marketing research objectives.

3. The researcher should logically justify the choice of research method, data Collection
method, analysis techniques etc.

4. The researcher must not try to satisfy the personal likes or dislikes of the executives in the
user company.
5. The research report should have clarity of thought and expression.

Implications of Types of Decision Support

There are three types of decision support that can be used in a research, they are: target
decision, design decision or go/no go decision.

Research to Support Targeting Decision

While selecting a target market segment a researcher would usually want to have information
that can be generalized to the market as a whole. Such information would characterize the
whole market and provide estimates of the size of the segments that comprise it. To generalise
the information, the research must use sampling. A good segmentation research is usually a
two-stage research design.

 First Phase: Exploratory Research

This type of research is intended to get a sense of context and some insight into possible
relationship, trends, causes, and effects. The methods of research include analysis of
secondary data, in-depth interviews and focus groups.

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  Second Phase: Conclusive Research
It is a theory testing research. It may use laboratory experiments such as large-scale
sampling for mailed or interview surveys, with multivariate analysis or direct
observation of consumer behaviour.

Market Segmentation
The most common approach in B2B markets is to apply a market segmentation based on the
size of the company size. But there are other ways to classify them as, demographic or
firmographic, based on behaviour or needs, such type of segmentation helps when the company
wants to treat large companies different from the smaller once where they want low cost offer
for the services. If both are treated in the same manner, then one or both will feel unfulfilled
and be vulnerable to the competition,

Research to Support Design Decisions

Segmenting on the basis of designing strategy, offering attributes, positioning, products,
advertising, sales promotion, selling techniques, channel programs, or pricing. A company
needs information for each targeted segment about

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  Benefits desired
 Reactions to product, service
 The nature of the buying decision process
 Communications methodology
Research to Support Go/No-go Decisions

Under this type of research, three questions must be answered at the different stages:

 Is the market opportunity worth considering?

 Is the market sufficiently interested in the offering concept?
 Will the intended target market respond positively enough to the offering or marketing
program?

Case Study
In order to understand the three decision types in a better way, a case study has been taken
based on Greif Inc. who provides industrial packaging and services.

Objective: To analyse and understand customers need and to improve sales call effectiveness,
ultimately improving the market share.

Process followed:
 Targeting Decision: Determining expectations of products & service performance
among current customers; measuring performance as perceived by current customers.

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  Design Decision: Identifying those aspects of products and services that are important
to the customers and focusing on them rather than unwanted features.
 Determining competitive position among the customers.
 Identifying various opportunities in order to differentiate the products and services.
 In-depth telephone interviews with 25 individuals at targeted companies.

Results:
 Introduction of Performance Improvement Maps into the client’s account planning
process, which enabled them to make strategic decisions according to each customer.
 This lead to perfectly designed sale call, which acted as a catalyst for a direct and
productive conversation between the supplier and customer.
 Some customers wanted Greif Inc. to partner with them in order to improve their
internal operations, so this was followed which resulted in savings of energy and reduce
waste.
 Greif took over major competitors, and the revenue increased by $3 million dollars
more.

Designing the research- Differences from market research in consumer

markets

In consumer market the company used to produce goods to sell to the households who purchase
food for them on consumption, in B2B market the goods are purchased by the company for the
production of product and services that are sold, rented or supplied to other companies.

Concentrated markets:

In B2B marketing the market is very small and there is a very few players in the market so the
strategy here is the product is developed and marketed for a well-defined customer population.

In all the B2B market a customer distribution confirms a Pareto principle or 80:20 rule. There
is a small no of consumer in the market unlike to the consumer market where there are millions
of customers. This scenario is quite similar for the large B2B companies where the company
might have less than 100 customers that make differences in their sales.

There is also a matter of scale. In consumer market a person can buy a reasonable amount of
goods but in business market the amount a company buy is quite large than a consumer in
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business market. There is heavy user of consumer products but the differences between the
light user and the heavy user is a matter of small degree compare with the scale of differences
in B2B market. The amount of spending in the largest and smallest buyer in B2B market is
likely to be much, which is much larger than the range of spend between the largest and smallest
spend by buyers in consumer market.

Diversity of interest in the buying centre:

Comprehension and discussing the Buying Centre can help B2B Marketers and Supply Chain
Managers for development. The Buying Centre is 40-year-old idea credited to Webster and
Wind and can be greatly helpful to both B2B Marketers and Supply Chain/Procurement
directors today. The Buying Centre is a piece of the casual association and include a cluster of
individuals who have fluctuating impact on the B2B purchase choice. The people in the Buying
Centre can have at least one of the following roles:

 Initiator: Ideally the person who will actually use the product or service and
feels the need.
 Influencer: It affect the purchasing decision by supplying information for the
evaluation of alternatives or by setting buying specification.
 Gatekeeper: It controls information reviewed by other members of the buying
centre.
 Decider: It actually makes the buying decision.
 Buyer: It has the formal authority to select a supplier and implement all
producers connected with securing the product.
 User: These are the personnel who uses the product.

Since the buying centre is a concept from the informal organization, it appears as an elephant
in the room among groups of B2B marketers, groups of Supply Chain managers and even
mixed groups of Buying/Selling managers. Everybody knows about the Buying Centre
but there is really no document that lists the members (being informal). Thus the discussion
rarely achieves focus and output about what the Buying/Selling managers can do to address the
mostly legitimate concerns of the members of the Buying Centre.

Innovation in the Buying organization can happen if the supplier gets a chance to perform. By
recognizing the Buying Centre and its concerns both Supply Managers and B2B Marketers can
help innovation.

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 Technical Expertise: It is an important aspect for the B2B marketing because the technical
expertise will give a competitive advantage of a company over its competitor. When a technical
developers have a strong base of knowledge about the technical aspects of a potential new
product, and when they can proficiently pass through the new-product-development process,
these products succeed.

Practical advice for b2b market research

Conducting personal interviews

Phenomenological ethnographic interviewing

Phenomenological ethnographic interviewing enables an understanding of participants’ thought

processes, values, aspirations, and professional and life stories in context. In-depth
interviewing leads to a more conscious awareness of the power of the social and organizational
context of people’s experience. Interviewing provides a deeper understanding of the issues,
structures, processes, and policies that permeate participants’ stories. It gives a fuller
appreciation of the complexities and difficulties of change.

The three-stage interview

 Interview stage 1: focused life history in context: “How did you get here?”
In the first stage, the task is to put the participant’s experience in context. This is done by asking
the interviewee to relate as much as possible about him or herself in light of the topic. The first
interview stage serves a secondary purpose of enabling the hermeneutic meaning making
within the participant. Especially in B2B contexts, where the participant is typically in her
office and work surroundings, the “buy-in” of the situation is crucial for both participants and
researchers.

 Interview stage 2: the actual experience: “What is it like being you?”

The purpose of the second stage is to focus on the specific details of the participants’ present
experience in the topic area of the study. It is this second stage where the researcher gains the
most insight into the participants’ lived experience.

 Interview stage 3: reflection on the meaning: “What does it mean to you?”

In the third stage, participants are asked to reflect on the meaning of their experience. Because
reflection clarifies and deepens understanding, participants often will provide deeper insights
into the reasons for their decisions and actions than expressed earlier.

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The third stage can be productive only if the foundation for it has been established in the first
two.

Even though it is in the third stage that researchers focus on, the participants’ understanding of
their experience is reflected in all three stages. When participants are asked to reconstruct
details of their experience, they are selecting events from their past and imparting meaning to
them in interview stage 3. Focus is given to the research question in context, and the process
of making meaning becomes the center of attention.

In depth interviewing leads to a deeper understanding and appreciation of the intricacies and
coherence of people’s experiences. It leads to a more conscious awareness of environmental
context. Most important, researchers gain an appreciation for the value of story-telling and for
the participants who live the stories.

Effective use of Surveys

Companies conduct B2B surveys to get an understanding of the perspectives of clients to whom
they sell direct; companies who buy their products/services through dealers, distributors and
others; and channel partners who buy to resell.

Many B2B companies are unaware of the identities of all relevant people at their clients’
organizations. Yet they often have precisely the information needed.

Techniques to identify names of B2B people to survey:

 Assess CRM databases for completeness and correctness

 Investigate additional customer lists beyond CRM databases.

 Work with sales force to capitalize on knowledge of representatives

 Use skilled telephone interviewers to conduct calls to identify names.

 Utilize commercial databases as identity supplements.

Another B2B sampling-related complexity relates to companies vs. sites. In situations where the
equipment is at many sites, most times client operations and service personnel exist at each site

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 and it may be necessary to get feedback from multiple sites to fully reveal how well the product
is serving this type of customer.

Techniques to address B2B sample issues:

 Ensure key accounts are comprehensively covered; sampling others.

 Obtain information from right level – usually not upper management.

 Be flexible as to eligible job titles given that the meaning of titles varies.

 Sample by job roles not just customer accounts.

 In relevant situations, sample by sites not just companies.

 Factor in centralized vs. local decision-making.

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 Buying Centre Interaction

The buying centre is a subset of the organizational actors. The buying centre was earlier defined
as consisting of five roles: users, influencers, deciders, buyers, and gatekeepers. Since people
operate as part of the total organization, the behaviour of members of the buying centre reflects
the influence of others as well as the effect of the buying task, the organizational structure, and
technology. This interaction leads to unique buying behaviour in each customer organization.
The marketing strategist who wishes to influence the organizational buying process must,
therefore, define and understand the operation of these four sets of organizational variables—
tasks, structure, technology, and actors—in each organization he is trying to influence. The
marketer's problem is to define the locus of buying responsibility within the customer

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 organization, to define the composition of the buying centre, and to understand the structure of
roles and authority within the buying centre.

The Webster and Wind Model

Source: R.E. Webster, Jr and Y Wind, journal of Marketing, 36, pp 12-17, April, 1972.

The functioning of buying centre is influenced by the organisational variables, the environmental
variables and the individual variables. The output of the group decision-making process of the
buying centre includes solutions to the buying problems of the organisation and also the
satisfaction of personal goals of individual members of the buying centre.

Managing Uncertainty
Segmentation and Targeting: Basic demographic, geographic, psychographic and behavioural
information about target businesses market can aid in determining the features that the offering
should encompass in order to fit into the businesses requirements.

Product Development: Knowing how the product fits the needs of clients and what changes are
needed to make the product more attractive is essential. Popular approaches to this focus on
utilising User Testing and User Experience Research.

Marketing Communication and Media Selection: Undertaking advertising effectiveness

research repeatedly can determine the effectiveness of advertising and marketing
communication campaigns. This helps marketers to develop effective strategies and identify
when the target market is no longer paying attention. Popular approaches to measuring this
focus on analysing Brand Awareness and Brand Reputation.

Market and Competitive Analysis: Know the current marketing situation! Not only an
important element for new products but also for current products given the ever-changing
market dynamics. If marketers fail to stay in touch with current consumer, trends they can face
rapid market share loses.

Pricing and Forecasting: Pricing is an important determinant in buying decisions; so pricing

studies can be used to determine how customers or businesses evaluate price relative to other

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product features compared to competitors. Forecasting future sales are also important to utilise
for budgeting, production and staffing decisions.

Conclusion

Conducting marketing research can make B2B companies more self-aware, attuned to the
marketplace and better prepared for change. It is a powerful tool. Whether the company is
wondering how to build momentum again, what is going on in the marketplace, why the top
competitor is winning all the business or how to keep competitive edge, the answers are out
there. One just needs the will and the way to extract them.

Finally it is important that the researcher has a stubborn and cynical personality because they
are not box-checkers. They don’t think inside or outside boxes – they don’t use boxes at all. In
the world of research, possession of the cynical trait indicates that they will question
everything, challenge all assumptions and not rest until the competitive landscape is laid bare
and the path forward is obvious to all. At the end of the day, that is the mission of the B2B
researcher: Make the competitive environment transparent so good strategic decisions can be
made.

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