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Title: Studying the snowball : validation of the typical buying center research method
Authors: Shashank Shekhar Aggarwal
Amit Gangwal
Bhuvan Jain
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.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Theses

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