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Keywords: Introspection
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Journal Articles
Journal:
Management Decision
Management Decision (2014) 52 (4): 777–793.
Published: 13 May 2014
...Professor Simone Guercini; Antonella Carù; Bernard Cova; Stefano Pace Purpose – The purpose of this paper is to discuss within a corporate context the advantages and limitations of combining different qualitative methods (namely consumers’ introspection and observation) to grasp consumer...
