This paper reports findings bearing on the reliability of measures used in industrial marketing research surveys to identify the structure of buying groups.Results obtained in a pilot study of the purchase of lithographic plates by small printing firms revealed a lack of consensus about purchase influence between pairs of informants from the same or- ganizations.Further, the ratings appear to differentiate among roles but not stages in the decision process.n3%2.9
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Silk et al. (1982) studied this question.