haku: @indexterm METHODOLOGY / yhteensä: 1003
viite: 71 / 1003
| Tekijä: | East, R. |
| Otsikko: | In praise of retrospective surveys |
| Lehti: | Journal of Marketing Management
2008 : VOL. 24:9-10, p. 929-944 |
| Asiasana: | methodology research surveys |
| Kieli: | eng |
| Tiivistelmä: | Retrospective survey-based research tends to be given short shrift by journal editors and is treated harshly in review processes. This article aims at acknowledging justifiable criticisms, seeing to what extent these criticisms can be addressed or contained, and to fostering an inclusive approach to the use of retrospective surveys - especially for the investigation of those important issues that cannot be studied systematically in any other way. Examples are drawn from word of mouth (WOM) research, an area where retrospective surveys have been an indispensible method for gaining knowledge. |
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