Studying the snowball : validation of the typical buying center research method

• Main Authors: Shashank Shekhar Aggarwal, Amit Gangwal, Bhuvan Jain
• Other Authors: Marshall, Roger
• Format: Theses and Dissertations
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Research
• Online Access: http://hdl.handle.net/10356/7649
• Institution: Nanyang Technological University

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...