Business-to-business research is where the participants are selected because of their job role in an organisation. Typically, the selection is made because of an individual's involvement in an activity as part of their job; for example, they are making decisions about something, or are using particular products or services.
Common issues that need addressing in business-to-business research are:
- Defining the criteria for selecting either the organisations or the individuals who are to be included in the research; for example, the size and industry sector of the organisations, or the job titles or roles of the individuals
- The source of the names and contact details of the organisations or individuals to be researched
- The most appropriate way to engage people in the context of their job; for example, quantitatively or qualitatively, by telephone, face-to-face, or online / mobile. This choice can be affected because they are being asked to participate during their working day
- Recruitment is often a challenge in business-to-business research, due to difficulties in identifying the right individuals and persuading them to participate
- Weighting criteria can be specific to business-to-business research; for example, weighting organisations according to their size (by employees or revenue)
- Job or organisation specific demographics (sometimes known as firmographics) may need to be captured; for example, the size, sector and ownership structure of the organisation