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Experiment-research methodology in marketing : types and applications

Author: Gordon L Patzer
Publisher: Westport, Conn. : Quorum, ©1996.
Edition/Format:   Book : English
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Document Type: Book
All Authors / Contributors: Gordon L Patzer
ISBN: 0899309607 9780899309606
OCLC Number: 32968482
Description: ix, 216 p. : ill. ; 25 cm.
Contents: 1. Introduction --
2. Major Components of Experiments --
3. Accuracy of Experiments --
4. Internal and External Validity --
5. Experimental Designs and Settings Category --
6. Independent Variable Category --
7. Dependent Variable Category --
8. Subject Assignment Category --
9. Quasi-Experiments --
10. Experiments and the Marketing Research Process --
11. Two Levels of Quantitative Analysis: Percentages and Analysis of Variance --
12. Analysis via Extensive Quantitative Tests and Techniques.
Responsibility: Gordon L. Patzer.

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