Table I Categories by total classification by coders by percentage of total comments

Number (n = 441) Percent Category

99

22.45

Data qualitya

91

20.63

Ability to support marketing needs

58

13.15

Trust

45

10.20

Data integration

35

7.94

Top management support

33

7.48

Role of marketing in the organization

25

5.67

Training

23

5.22

End-user support

18

4.08

Internal IT support

14

3.17

Economic impact

0 0

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