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Informants in Organizational Marketing Research: Why Use Multiple Informants and how to Aggregate Responses

Gerrit H van Bruggen, Gary L. Lilien, Manish Kacker
Year2002
VenueJournal of Marketing Research
Typearticle
Citations319
DOI10.1509/jmkr.39.4.469.19117
OpenAlexW1976123198

Topics

Survey Methodology and NonresponseCompetence (human resources)PsychologyAggregate dataMarketingMarketing research