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|Title:||Studying the snowball : validation of the typical buying center research method||Authors:||Shashank Shekhar Aggarwal
|Keywords:||DRNTU::Business::Marketing::Research||Issue Date:||2006||Abstract:||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 people in the sample, and the limitations inherent in a self-declared scale of influence. These identified problems with the most-used method of investigating industrial buying center structures provide the focus of the research.||URI:||http://hdl.handle.net/10356/7649||Rights:||Nanyang Technological University||Fulltext Permission:||restricted||Fulltext Availability:||With Fulltext|
|Appears in Collections:||NBS Theses|
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