caa a22 4500 469067225 CHVBK 20180323132911.0 cr unu---uuuuu 170328e19920701xx s 000 0 eng 10.1007/BF00994137 doi (NATIONALLICENCE)springer-10.1007/BF00994137 Using single informants to study group choice: An examination of research practice in organizational buying [Elektronische Daten] [Elizabeth Wilson, Gary Lilien] Purchasing agents are often employed as individual informants in studies of organizational buying. This practice occurs in spite of the fact that several researchers have identified problems with using individual informants to study group buying behavior. The purpose of this study is to examine the appropriateness of using either single or multiple informants both in non-new task and new task group buying situations. We compare the predictive accuracy of a single-informant, autocracy model with that of a multiperson, majority rule model. The study includes 104 group decisions made by buying centers in organizations. Overall, we find that data from multiple informants significantly outperforms single informant data for both new task and non-new task situations, and that single/key informant data should be used in organizational buying research only with care and caution. Kluwer Academic Publishers, 1992 Organizational Buying nationallicence Single Informants nationallicence Multiple Informants nationallicence Wilson Elizabeth Department of Marketing, 312-A CEBA, College of Business Administration, Louisiana State University, 70803, Baton Rouge, LA aut Lilien Gary Institute for the Study of Business Markets, Pennsylvania State University, BAB II, Room 113, 16802, University Park, PA aut Marketing Letters Kluwer Academic Publishers 3/3(1992-07-01), 297-305 0923-0645 3:3<297 1992 3 11002 https://doi.org/10.1007/BF00994137 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/BF00994137 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Wilson Elizabeth Department of Marketing, 312-A CEBA, College of Business Administration, Louisiana State University, 70803, Baton Rouge, LA aut NATIONALLICENCE 700 1- Lilien Gary Institute for the Study of Business Markets, Pennsylvania State University, BAB II, Room 113, 16802, University Park, PA aut NATIONALLICENCE 773 0- Marketing Letters Kluwer Academic Publishers 3/3(1992-07-01), 297-305 0923-0645 3:3<297 1992 3 11002 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer