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Keywords: Mixed-methods design
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Journal Articles
Not just another internal service provider: how a firm’s marketing research function influences uses of market research information
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (2): 385–419.
Published: 25 September 2020
... a mixed-methods design: In a qualitative study among marketing managers (n = 9) and market researchers (n = 10); different roles of a firm’s MRF are scrutinized. The quantitative study among corporate users of MRI (n = 235) tests a conceptual model on the MRF-related...
