Quantitative and qualitative measurement methods of companies’ marketing efficiency
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چکیده
منابع مشابه
Qualitative Research Methods in Marketing
Gummesson contends that quantitative techniques are mostly used to try to pinpoint causality, usually between two or a few variables where the independent and dependent variables are defined. According to Milliken, in reviewing the management literature, especially marketing management, it is evident that little attention has been paid to qualitative research in the discipline. Varki et al. hol...
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ژورنال
عنوان ژورنال: Management of Organizations: Systematic Research
سال: 2014
ISSN: 1392-1142,2335-8750
DOI: 10.7220/mosr.1392.1142.2014.70.7