Davis, Donna F.; Golicic, Susan L.; Boerstler, Courtney N. - In: Journal of Business Research 66 (2013) 9, pp. 1245-1250
The marketing discipline is repeatedly criticized for overreliance on a small set of quantitative methods which has the potential to delimit the scope of inquiries and introduce inherent method bias that undermines the trustworthiness of findings. The purpose of this research is to investigate...