Abstract:Purpose:
The purpose of this study is to determine if there are unique customer archetypes that can describe the motivations behind consumer buying choice (in person or online) for hearing aids in hearing health care.
Method:
A consumer survey was developed from themes that arose during 11 semistructured interviews with adults who had no previous hearing aid experience. Using Qualtrics research panels, a 28-item questionnaire was distributed online to U… Show more
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