ISBM - Institute for the Study of Business Markets
  • Call Us: 814-863-2782
You are here: Home / Research / B2B Handbook / Survey Research in B2B Marketing: Current Challenges and Emerging Opportunities - Abstract

Survey Research in B2B Marketing: Current Challenges and Emerging Opportunities - Abstract

Authors

Aric Rindfleisch (aric@bus.wisc.edu), University of Wisconsin-Madison
Kersi D. Antia (kantia@bus.wisc.edu), University of Wisconsin-Madison

Abstract

Since its earliest beginnings, and throughout its ongoing development, the marketing discipline in general and business-to-business research in specific has heavily relied upon the survey method. The advent of alternative data collection techniques has given us pause for thought with respect to the continued use of survey research methods. Our chapter seeks to provide an overview of survey methods as applied by marketing scholars in the business-to-business relationship context. We identify and address several challenges currently facing survey research. In addition, we outline several promising new developments in the conduct of, and analysis based on, survey research. Our hope is that a thoughtful and balanced consideration of the benefits, limitations, and future potential of survey research will serve current and future marketing scholars alike in their efforts to shed new light on business-to-business research.

    The Handbook of Business-to-Business Marketing

    This chapter is part of the ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal. The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and other online book retailers.

    As the authors retain the copyright to their chapters, only they have the right to use or distribute their chapter. If you would like a copy of this chapter, please contact the author or authors directly through their emails included above.

    Academic Membership

    Stay connected to the Institute's B2B academic community where research is directly applied to business marketing strategies and practices. Learn More

      Useful Links

      Latest Tweet