This assignment compares and contrasts the decision making process in Business-to-Consumer (B2C) and Business-to-Business (B2B) markets. It highlights the complexities of B2B decision making, which involves gathering information about competitors, company decision making processes, and other factors. In contrast, B2C market research focuses on consumer behavior, buying patterns, and other factors related to individual customers. The assignment also references various studies and articles that explore these differences in more detail.