Granot, Elad; Brashear, Thomas G.; Cesar Motta, Paulo - In: Journal of Business & Industrial Marketing 27 (2012) 7, pp. 547-553
Purpose – The authors aim to present a structural guide for data collection in a participant‐oriented, B2B context. Design/methodology/approach – A three‐stage interview process following the work of Seidman is presented, along with key issues on how to plan, structure, and execute a B2B...