Baron, Steve; Russell-Bennett, Rebekah - In: Journal of Services Marketing 30 (2016) 7, pp. 673-675
Purpose The purpose of this paper it to highlight the challenges of managing and handling data for services marketers … comparison is made between conventional data collection and statistical analysis, and the need to glean information from large …, pre-existing data sets for future contributions to service research. Findings For service marketers to tackle real world …