Faculty Advisor

Danneels, Erwin

Abstract

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.

Publisher

Worcester Polytechnic Institute

Date Accepted

January 2004

Major

Management Engineering

Project Type

Major Qualifying Project

Accessibility

Restricted-WPI community only

Advisor Department

Business

Advisor Program

Business

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