Becton, Dickinson & Company
The marketing department of Becton Dickinson Bioscience's Discovery Labware division sought to better understand the researching and purchasing processes of their customers. To meet their requirements, our project team interviewed 30 contacts in academia and industry, using unstructured in-person and over-the-phone conversations to collect qualitative data and firsthand accounts about their purchasing decisions. These interviews were compiled for analysis to present insight into the routinely used labware purchasing decision process and to make recommendations for the allocation of marketing focus.
Worcester Polytechnic Institute
Major Qualifying Project
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