Abstract
The concept of research design is inconsistently defined by marketing research scholars. A selective review of marketing research textbooks illustrates the nature of the problem. This paper presents the Research Design Matrix (RDM) as an alternative framework for categorizing the different types of research projects.
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© 2015 The Academy of Marketing Science
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Koljatic, M., Rosene, F. (2015). The Research Design Concept in Marketing Research: A New Altemative Framework. In: Levy, M., Grewal, D. (eds) Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13159-7_81
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DOI: https://doi.org/10.1007/978-3-319-13159-7_81
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