The B2B area – potential customers/competitors

  Based on the facts presented in the case, what course of action would you recommend to Middleton in the decision he is facing (page 7): Should he conduct further market research himself, use the consultant, or the student team? (Critical evaluation) This is the capstone case for this course. It covers a broad range of issues in market research as well as illustrating B2B marketing research and marketing research from the entrepreneur’s perspective. Case Study Question: Based on the facts presented in the case, what course of action would you recommend to Middleton in the decision he is facing (page 7): Should he conduct further market research himself, use the consultant, or the student team? (Critical evaluation) Tips: • This case involves research being conducted in the B2B area – potential customers/competitors may be part of the sample. Think about how that may influence data collection and sampling. • This case also involves a new business, so think about how might that impact on the course of action you recommend. • In the case you are given three discrete options to choose from, however you might like to consider how Middleton could use a hybrid of these approaches to better suit his information needs.