search query: @author Mitchell, V. / total: 11
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| Author: | Mitchell, V. |
| Title: | Using industrial key informants: some guidelines |
| Journal: | Journal of the Market Research Society
1994 : APR, VOL. 36:2, p. 139-144 |
| Index terms: | MARKET RESEARCH METHODOLOGY ORGANIZATIONAL SIZE |
| Language: | eng |
| Abstract: | The article has attempted to outline some guidelines for the use of key informants. Positive indications for their use include low-intra/high-inter firm heterogeneity; respondents having interest in the study, complete and specialise knowledge and identical, high ranking positions in the organization; similar perspectives and biases as other DMU members; small organizations; concrete, observable study phenomena; modified-rebuys of older and less complex products. |
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