Achieving Accuracy, Generalization-to-Contexts, and Complexity in Theories of Business-to-Business Decision Processes

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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...

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Bibliographic Details
Main Authors:	Woodside, Arch, Baxter, Roger
Format:	Journal Article
Published:	Elsevier Inc. 2013
Online Access:	http://hdl.handle.net/20.500.11937/23438

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