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- DescriptionAn 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.
- Author BiographyGORDON 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).
- Author(s)Gordon L. Patzer
- Date of Publication20/03/1996
- GenreSales & Marketing
- Place of PublicationSanta Barbara, CA
- Country of PublicationUnited States
- ImprintQuorum Books,U.S.
- Content Noteglossary, bibliography, index
- Weight535 g
- Width155 mm
- Height235 mm
- Spine22 mm
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