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Keywords: In-depth interviews
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2001) 18 (3): 344–354.
Published: 01 June 2001
...’ explanations delivered in the interviews. Research Marketing strategy In-depth interviews © MCB UP Limited 2001 This research paper makes two contributions. The first is in the methodological context by showing the effective use of Likert scales and chi‐square tests in cross‐cultural...
