Synopsis
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.
About the Author
GORDON PATZER at time of this book publication was Dean of the School of Business Administration at California State University Stanislaus, as well as long-time university professor in marketing along with substantial, earlier, employments held within major companies. His formal education: Ph.D. in business administration with emphasis on marketing, M.B.A. with emphasis on marketing and management, M.S. in psychology, and B.A. with major in psychology and minor in business administration.
Additional publications by Gordon Patzer include a book titled "Using Secondary Data in Marketing Research: United States and Worldwide" along with more than several dozen scholarly peer-reviewed articles in scholarly journals and presentations at professional research conferences. Also, four published books regarding the topic of looks or lookism, specifically physical attractiveness phenomenon.
Professional recognitions span selection-service as a U.S. Fulbright Scholar to India, outstanding awards in research and university teaching, editorial board member and reviewer for scholarly journals, myriad citations in media ranging from journal research by academicians to mass media reporters to thousands of "hits" produced by a typical internet search of his name, and formal life-time designation as Professor Emeritus from California State University.
Locations travelled for business and non-business thus far encompass: Argentina, Armenia, Australia, Azerbaijan, Brazil, Canada (##), China (##), Czechoslovakia, England (##), France (##), Germany (##), Guatemala, Hong Kong (6 mo. & ##), India (6 mo. and ##), Ireland (3 mo. & ##), Italy (##), Jamaica, Japan (##), Jordan, Kazakhstan, Kuwait, Macau (##), Mexico (##), New Zealand, Nicaragua, Northern Ireland, Poland (##), Russia, San Salvador, Scotland (##), Switzerland (6 mo. & ##), Thailand, Vietnam, Virgin Islands (St. Thomas, St. Croix), and Wales. Plus, all 50 US states. (## indicates multiple visits)
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