Studying the snowball : validation of the typical buying center research method
This project aims to validate the "snowball" sampling technique, allied to a self-declared scale of decision influence, typically used for researching buying center behavior in a Business-to-Business environment. However this methodology suffers criticism such as biases in naming the peopl...
| Autori principali: | , , |
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| Natura: | Tesi |
| Pubblicazione: |
2008
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| Accesso online: | http://hdl.handle.net/10356/7649 |