This paper presents a review of studies on retailer buying behaviour with focus on the methodological issues. It is argued that the researcher of retailer buying behaviour is faced with particular challenges regarding the sample frame, defining th of analysis, potentially small populations and low response rates, buying centres and product specific behaviour. At the end, the authors propose a descriptive research design that will try to take account of the mentioned issues.
HHÅ forskning; MAPP; Retailer buying behaviour
Main Research Area:
9th International Conference on Research in the Distributive Trades, 1997