Experiment-Research Methodology in Marketing

Types and Applications

Inbunden, Engelska, 1996

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Beskrivning

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.

Produktinformation

Utgivningsdatum:1996-03-20
Mått:156 x 235 x 17 mm
Vikt:539 g
Format:Inbunden
Språk:Engelska
Antal sidor:232
Förlag:Bloomsbury Publishing Plc
ISBN:9780899309606

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Mer om författaren

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).

Innehållsförteckning

PrefaceDimensions of Experiments in Marketing ResearchIntroductionMajor Components of ExperimentsAccuracy of ExperimentsInternal and External ValidityTypes of Experiments in Marketing ResearchExperimental Designs and Settings CategoryIndependent Variable CategoryDependent Variable CategorySubject Assignment CategoryQuasi-ExperimentsExperiments in Marketing Research in ActionExperiments and the Marketing Research ProcessTwo Levels of Quantitative Analysis: Percentages and Analysis of VarianceAnalysis via Extensive Quantitative Tests and TechniquesConcluding CommentGlossarySelected BibliographyIndex