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Journal cover: European Journal of Marketing

European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

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Conceptual and Methodological Issues in Buying Centre Research


Document Information:
Title:Conceptual and Methodological Issues in Buying Centre Research
Author(s):Robert E. Spekman, (University of Maryland), Kjell Gronhaug, (Norwegian School of Economic and Business Administration)
Citation:Robert E. Spekman, Kjell Gronhaug, (1986) "Conceptual and Methodological Issues in Buying Centre Research", European Journal of Marketing, Vol. 20 Iss: 7, pp.50 - 63
Keywords:Consumer behaviour, Industrial purchasing, Market research, Organizational theory
Article type:Case study
DOI:10.1108/EUM0000000004656 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:Acknowledges the multiperson nature of the industrial business buying process and the development of the buying centre as the unit of analysis for business/organization buying behaviour. Addresses two main themes: conceptual issues and alternative views; and methodological dilemma. Looks at the concept of the buying centre and discusses structural properties and process considerations of the buying centre. Closes by outlining research opportunities. Concludes that present research suffers from two major flaws which inhibit development; that buying centre research tends to be descriptive, with over-reliance on anecdotal information so that research is devoid of any theoretical foundation; and secondly many present findings have grown from research which reflects individual methodologies.


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