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

• المؤلفون الرئيسيون: Shashank Shekhar Aggarwal, Amit Gangwal, Bhuvan Jain
• مؤلفون آخرون: Marshall, Roger
• التنسيق: Theses and Dissertations
• منشور في: 2008
• الموضوعات: DRNTU::Business::Marketing::Research
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/7649
• المؤسسة: 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...