Zobrazeno 1 - 2
of 2
pro vyhledávání: '"Courtney N. Boerstler"'
Publikováno v:
Journal of Business Research. 66:1245-1250
The marketing discipline is repeatedly criticized for overreliance on a small set of quantitative methods which has the potential to delimit the scope of inquiries and introduce inherent method bias that undermines the trustworthiness of findings. Th
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::ad20df9d8e20f95dba232013dd8c999f
https://doi.org/10.1016/j.jbusres.2012.02.020
https://doi.org/10.1016/j.jbusres.2012.02.020
Publikováno v:
Journal of the Academy of Marketing Science. 39:467-479
Using multiple methods to study a phenomenon is proposed to produce results that are more robust and compelling than single method studies. This research note investigates the implementation of multiple methods research in marketing. In the main stud
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::d5dbf725c5b25592b877dff7123269a8
https://doi.org/10.1007/s11747-010-0204-7
https://doi.org/10.1007/s11747-010-0204-7