Modeling Fuzzy Data in Qualitative Marketing Research
نویسنده
چکیده
Journal of Marketing Research Vol. XXXVII (November 2000), 480–489 *Sajeev Varki is an assistant professor, University of Rhode Island (email: [email protected]). Bruce Cooil is an associate professor, Owen Graduate School of Management, Vanderbilt University (e-mail: [email protected]). Roland T. Rust is David Bruce Smith Chair in Marketing, Robert H. Smith School of Business, University of Maryland (e-mail: [email protected]). The authors thank Max Woodbury, Gautam Biswas, Terry Elrod, and Susan Keaveney for their help. Financial support for the project was provided by the Center for Service Marketing, Vanderbilt University. SAJEEV VARKI, BRUCE COOIL, and ROLAND T. RUST*
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