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Across business disciplines, the importance of database research for theory testing continues to increase. The availability of data also has increased, though methods to analyze and interpret these data lag. This research proposes a method for extracting strong measures from survey databases by a progression from qualitative to quantitative techniques. To test the proposed method, this paper uses the Industrial Marketing and Purchasing (IMP) survey database, which includes data from firms in several European countries. The proposed method consists of two phases and seven steps, as illustrated in the context of the firm's incremental innovation generation for buyer - seller relationships.
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