Gaining Insight on Business and Organisational Behaviour: The Qualitative Dimension

Abstract

Discusses qualitative research as applied to business-to-business (B2B) markets. Covers; the context -how business structures have changed and become more complex; how qualitative researchers are co-operating with other information providers, and working more closely with the decision-makers; how various qualitative research tools are being used; new tasks for research (branding, cost reduction, communications, corporate culture, competition); future challenges for researching business markets.