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Research papers

Building the matrix

This paper provides a case study wherein the authors collaborated to apply the data gathered in a large segmentation research project to the strategic planning process at Lotus Software Division of IBM Corporation. Researchers were able to blend...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Bernadette DeLamar, Carol K. Galvin, Luis H. Rodriguez
Company: IBM Corporation
September 14, 2003
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Citation

DeLamar, Galvin and Rodriguez (2003a, September 14). Building the matrix . ANA - ESOMAR. Retrieved May 20, 2024, from


https://ana.esomar.org/documents/building-the-matrix-