Experiment-Research Methodology in Marketing
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A01=Gordon Patzer
Advertising and Sales
Author_Gordon Patzer
Business: Marketing
Category=KJSM
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_nobargain
eq_non-fiction
Product details
- ISBN 9780899309606
- Weight: 539g
- Dimensions: 156 x 235mm
- Publication Date: 20 Mar 1996
- Publisher: Bloomsbury Publishing Plc
- Publication City/Country: US
- Product Form: Hardback
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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.
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).
