High-Level Computer Language Programs Are Directly Understood By A Compute Ten Ways to Avoid Challenges in Business-To-Business Research

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Ten Ways to Avoid Challenges in Business-To-Business Research

In the last decade, business-to-business, or B2B, research has blossomed from a sales generator to an essential marketing tool. While the basics of B2B studies are similar to those of consumer research, the field environment and the execution process can be very different. Optimizing B2B marketing research requires removing obstacles sometimes not faced with consumer research.

Here are ten steps researchers can take to make B2B projects run more smoothly

1. Qualitative first. Conducting qualitative research in advance of quantitative research improves the overall research project in several ways. First, make sure you ask about factors of critical interest to the customer, not those that are assumed to be of interest to the business. Second, make sure you use a language that is familiar and comfortable for the respondent. If the business calls the product “BioGenesis 2000”. and the client calls it “that binder thingy”, you want to make sure you use language in your questionnaire that everyone can understand. Finally, you can learn something (eg, typical work hours, ease with computers, preferred language) that will help you select the correct methodology for research.

2. Going into the field with a strong sample. A common challenge in B2B research is a smaller or inadequate sample population. It is the responsibility of the researcher to ensure that the project is completed with a clean and accurate sample. To save time and cost, the client and the research firm should work together to ensure that the appropriate respondents are included in the sample, and to remove duplicates, invalid telephone numbers, telephone numbers, numbers that do not call, and / or invalid. email addresses before launching the survey. It is also important that contact names and companies are accurate.

3. For smaller samples, perform segmentations and groups of design quotas. It is typical to estimate your completion rate from the sample size you have based on a 10% response rate. For example, to get 200 complete, you must have at least 2000 qualified and valid sample records to start. To accommodate smaller sample populations, segmentation and quota groups can play a necessary part, requiring a high level of research sophistication. When it comes to setting quota groups, it is best to keep your margin of error under +/-10% with a 95% confidence level. For example, with a sample of 1000 customers, you can set your quota at 300 completes, resulting in a margin of error of +/-4.7%.

4. Plan for a longer schedule. Compared to customer satisfaction, or B2C, research, B2B research tends to be a slower process due to the higher cost of research and the complexity of business activities. It allows for a longer planning phase and a flexible data collection schedule. Take into consideration that respondents are less likely to respond on major holidays. Other factors in field planning that should not be ignored are the work style and seasonality of certain business professions. For example, it is not reasonable to survey school teachers during the summer, or request in-depth interviews from accountants during tax season. Likewise, you won’t find manufacturing plant maintenance engineers sitting at their desks most of the day.

Most B2B phone surveys are done during business hours, when respondents have less availability. One solution to minimize phone survey waste is to call during less productive business hours, such as Monday morning or Friday afternoon.

5. Keep the survey short and simple. Long surveys can be a drag, especially when respondents are crunched for time and already thinking of ways to get off the phone. Get to the point! To increase participation and achieve the best result, follow these guidelines:

a. Keep the survey under 10 minutes,

b. Shorten the introduction and conclusion,

c. Eliminate questions that are not related to the purpose of the study,

d. Keep the number of questions open to an average of two or three.

6. Offer attractive incentives to increase response. In B2B research, it not only takes longer to find qualified respondents, it is also more difficult to secure participation. More often than not, extremely busy business professionals have no time and little interest in expressing their opinion for free. The incentive proposal will increase the response rate, especially for surveys with a long questionnaire. Of course, the research firm must consider costs and respondents when selecting incentives. For example, it is not reasonable to offer a 2009 Hummer SUV as the grand prize for a study aimed at environmentally conscious executives. Cash incentives are still preferred with most respondents, although we have had good results with a sweepstakes to win a desired prize. There are many positive aspects to offering incentives; however, researchers should be aware that some companies do not allow their employees to accept honoraria. The offer to make a charitable donation to the charity of the respondent’s choice is a good solution for these situations.

7. Inform the survey respondent before contacting them. With today’s dramatic information overload and telemarketing hassle, it’s best practice to notify your target audience of the study in advance of fielding. Let the respondent know when and where to expect the study. Notification can be made by phone, letter or email, depending on the nature of the business. If the study is not blind, a letter from a senior executive with the sponsor of the survey can give credibility.

8. First impressions are crucial. When launching a B2B phone survey, keep in mind that most purchasing decision makers receive survey phone calls every day. Unless the introduction presents a strong and valid case for why they should dedicate the next 10 to 15 minutes of their time to you, they will most likely decline the request. Here are some guidelines for the interviewer to help convince the participant:

a. Keep the introduction short

b. Avoid robotic tones, establish rapport

c. State the purpose of the call

d. Tell the respondent how long the survey will take

e. Offer the incentive

f. Let the inquirer know that “this is not a sales call”

g. Identify the client, if the survey is not blind

h. Remind the respondent that their opinion is valued

9. Get on the World Wide Web. When surveying business individuals, web surveys provide a huge increase in flexibility compared to telephone surveys. Busy respondents can complete the study at their convenience. In all the studies done at Polaris Marketing Research, we have found that respondents are even more honest in their response when it comes to online surveys. Respondents feel that their opinion is more anonymous and therefore they can express it freely, which they could not do with an interviewer in a telephone survey.

10. Don’t over-survey. Especially when you are surveying business clients, respect the time and attention they give you for marketing research and don’t go back to the well too often. Surveying too often will diminish the perceived importance of each survey contact and make B2B respondents even less likely to respond, increasing the cost and length of time required to complete each interview.

The world of business to business research is unique and the challenges are not insurmountable. Respecting the differences between B2C and B2B marketing research and following these guidelines will help you properly design and successfully execute business-to-business research.

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