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Experiment-research methodology in marketing : types and applications

Patzer, Gordon L.

Westport, Conn. : Quorum c1996

Available at Central Connecticut State University  Stack Level 4  (HF5415.2 P379 1996 )()

  • Title:
    Experiment-research methodology in marketing : types and applications
  • Author/Creator: Patzer, Gordon L.
  • Publisher: Westport, Conn. : Quorum
  • Creation Date: c1996
  • Language: English
  • Physical Description: 1 online resource (ix, 216 p. ) ill..
  • Bibliography: Includes bibliographical references and index.
  • Subjects: Marketing research; Marketing research
  • Notes: Includes bibliographical references and index.
  • Contents: I. Dimensions of experiments in marketing research
    Major components of experiments
    Accuracy of experiments
    Internal and external validity
    II. Types of experiments in marketing research
    Experimental designs and settings category
    Independent variable category
    Dependent variable category
    Subject assignment category
    Quasi-experiments
    III. 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.
  • OCLC Number: 32968482
  • Identifier: ISBN0-89930-960-7;LCCN 95024914