The book begins with an overview that includes an international case in marketing. The following six chapters comprise the first part of the book, which delineates the advantages and disadvantages of secondary data, and reveals precisely how to evaluate their quality. These chapters identify differences between internal and external secondary data, including specific types of each. The second part begins with an overview that also includes an actual case in marketing. The following five chapters contain comprehensive listings of specific secondary data information sources, categorized according to the following: sources of information specific to marketing; global/worldwide information sources; sources of information regarding American Census Data; information sources about industries, corporations, and finances; and general business information sources.
GORDON L. PATZER is Dean of the School of Business Administration, California State University, Stanislaus. He has travelled and taught throughout the world, and has developed marketing strategies for the CBS Television Network and Saatchi and Saatchi, an international advertising agency. Among his many publications is The Physical Attractiveness Phenomena.
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.