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Methodological Maturity in the Data Definition Phase of Marketing Analytics: A Qualitative Analysis of 40 Stakeholders.

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Title: Methodological Maturity in the Data Definition Phase of Marketing Analytics: A Qualitative Analysis of 40 Stakeholders.
Authors: Gorostiza Esquerdeiro, Ignacio1 (AUTHOR) igorostiza@lin3s.com, Buján-Carballal, David1 (AUTHOR), Oyarbide-Zubillaga, Aitor1 (AUTHOR)
Source: International Journal of Market Research. May2026, Vol. 68 Issue 3, p402-422. 21p.
Database: Business Source Ultimate
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  Data: <searchLink fieldCode="JN" term="%22International+Journal+of+Market+Research%22">International Journal of Market Research</searchLink>. May2026, Vol. 68 Issue 3, p402-422. 21p.
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        Value: 10.1177/14707853261420776
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        Text: English
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        PageCount: 21
        StartPage: 402
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      – TitleFull: Methodological Maturity in the Data Definition Phase of Marketing Analytics: A Qualitative Analysis of 40 Stakeholders.
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            NameFull: Buján-Carballal, David
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              Text: May2026
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              Value: 68
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