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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 : JBR
66
(
2013
)
9
,
pp. 1245-1250
Persistent link: https://www.econbiz.de/10009756067
Saved in:
2
Benefits and challenges of conducting multiple methods research in marketing
Davis, Donna F.
;
Golicic, Susan L.
;
Boerstler, Courtney N.
- In:
Journal of the Academy of Marketing Science
39
(
2011
)
3
,
pp. 467-479
Persistent link: https://www.econbiz.de/10009295481
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