“Why Caipirinha?”- The Online via Chat Laddering Technique CAN Answer

As customers are becoming increasingly connected to the internet, this means that they are available for online interviews, thus opening up a space for investigating research methods, especially qualitative research, in an attempt to identify how to adapt data collecting instruments to the so-called...

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Bibliographic Details
Main Authors: Bruno Bordeaux-Rego, Fernanda Nedwed-Machado, Marta Olivia Rovedder de Oliveira, Denise Avancini Alves, Luiz Antonio Slongo
Format: Article
Language:English
Published: Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) 2011-04-01
Series:BAR: Brazilian Administration Review
Subjects:
Online Access:http://www.anpad.org.br/periodicos/arq_pdf/a_1181.pdf