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Keywords: Response errors
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2017) 51 (7-8): 1440–1459.
Published: 11 July 2017
...Gosia Ludwichowska; Jenni Romaniuk; Magda Nenycz-Thiel Purpose Despite the growing availability of scanner-panel data, surveys remain the most common and inexpensive method of gathering marketing metrics. The purpose of this paper is to explore the size, direction and correction of response errors...
