Systematic procedures for identifying, evaluating and selecting a marketing research agency, as described in Chapter 11, are equally applicable in industrial markets. The main differences are that in many technical industrial markets characterized by relatively few and highly specialized potential customers, it may be more likely that the company's own research department will handle any depth interviewing required. It is also more likely that industrial companies will make use of industrial marketing research consultants for guidance on specific 'made-to-measure' projects, rather than establish an in-house research department.
Appropriate industrial researchers can be found via the Business and Industrial Group (BIG) of the Market Research Society. This group is very active and has its own conference. Relevant industry expertise will be found in the Research Buyer's Guide. Details of BIG and other research interest groups can be found on the MRS website: http://www.mrs.org.uk.
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