Achieving Accuracy, Generalization-to-Contexts, and Complexity in Theories of Business-to-Business Decision Processes
This article describes field research methods that provide advances in developing accurate theories of business-to-business (B2B) decision processes. The article supports and extends prior work by Woodside (2010) that bridging qualitative and quantitative research method is possible to achieve accur...
| Main Authors: | , |
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| Format: | Journal Article |
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Elsevier Inc.
2013
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| Online Access: | http://hdl.handle.net/20.500.11937/23438 |