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...
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Theses and Dissertations |
| Published: |
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/7649 |
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| Institution: | Nanyang Technological University |
| Summary: | 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. |
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