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Informationen zum Autor 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). Klappentext 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. Zusammenfassung An exploration of the use! types and applications of experiments in market research. This work explains that the primary reason that experiments are valuable to assist decision-making involves the concept of causality! a cause-and-effect relationship. Inhaltsverzeichnis Preface Dimensions of Experiments in Marketing Research Introduction Major Components of Experiments Accuracy of Experiments Internal and External Validity Types of Experiments in Marketing Research Experimental Designs and Settings Category Independent Variable Category Dependent Variable Category Subject Assignment Category Quasi-Experiments Experiments in Marketing Research in Action Experiments and the Marketing Research Process Two Levels of Quantitative Analysis: Percentages and Analysis of Variance Analysis via Extensive Quantitative Tests and Techniques Concluding Comment Glossary Selected Bibliography Index ...
