Experiment-Research Methodology in Marketing: Types and Applications - Rilegato

Patzer, Gordon L.

 
9780899309606: Experiment-Research Methodology in Marketing: Types and Applications
Rilegato
ISBN 10: 0899309607 ISBN 13: 9780899309606
Casa editrice: Praeger Pub Text, 1996

Sinossi

A thorough presentation of the use, types, and applications of experiments in marketing research. The presentation shows that experiment research can benefit marketing research immensely. As a consequent, the information collected throught an experiment can be invaluable to assist marketing decision makers. This book will therefore be of value to marketing researchers and students of marketing research, and will also be of value to marketing practitioners and general managers in business and non-business organizations.

This book explains that the primary reason that experiments are valuable to assist decision making involves the concept of causality—a relationship in which a change in one variable causes a change in another variable (i.e., cause-and-effect relationship). Three criteria required to properly conduct an experiment that allows inferences about cause-and-effect relationships with reasonable certainty are: (1) evidence of association, (2) appropriate timing, and (3) elimination of alternative explanations.

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Informazioni sugli autori

GORDON L. PATZER is Dean of the School of Business Administration, California State University-Stanslaus. In addition to teaching, Dr. Patzer is also a consultant to organizations around the world. He was previously the owner of two small businesses and earlier held marketing positions with CBS Television Network and the international advertising firm, Saatchi & Saatchi. Dr. Patzer is the author of The Physical Attractiveness Phenomena (1985) and Using Secondary Data in Marketing Research: United States and Worldwide (Quorum, 1995).



GORDON L. PATZER is Dean of the School of Business Administration, California State University-Stanslaus. In addition to teaching, Dr. Patzer is also a consultant to organizations around the world. He was previously the owner of two small businesses and earlier held marketing positions with CBS Television Network and the international advertising firm, Saatchi & Saatchi. Dr. Patzer is the author of The Physical Attractiveness Phenomena (1985) and Using Secondary Data in Marketing Research: United States and Worldwide (Quorum, 1995).

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

Editore
Praeger Pub Text
Data di pubblicazione
1996
Lingua
Inglese
ISBN 10 
0899309607
ISBN 13 
9780899309606
Rilegatura
Copertina rigida
Numero di pagine
216
Contatto del produttore
non disponibile
Persona responsabile
gpsr@libri.de
gpsr@libri.de

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