Studying the snowball : validation of the typical buying center research method
Shashank Shekhar Aggarwal
Date of Issue2006
College of Business (Nanyang Business School)
This project aims to validate the "snowball" sampling technique, allied to a self-declared scale of decision influence, typically used for researching buying center behavior in a Business-to-Business environment. However this methodology suffers criticism such as biases in naming the people in the sample, and the limitations inherent in a self-declared scale of influence. These identified problems with the most-used method of investigating industrial buying center structures provide the focus of the research.
Nanyang Technological University