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Does marketing research suffer from methods myopia?
Davis, Donna F.
;
Golicic, Susan L.
;
Boerstler, Courtney N.
- In:
Journal of Business Research
66
(
2013
)
9
,
pp. 1245-1250
potential to delimit the scope of inquiries and introduce inherent
method
bias
that undermines the trustworthiness of findings …
Persistent link: https://www.econbiz.de/10010869839
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