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Service Marketing, 2nd Edition by Pearson
book

Service Marketing, 2nd Edition by Pearson

by K. Rama Mohana Rao
May 2024
Beginner to intermediate content levelBeginner to intermediate
585 pages
24h 22m
English
Pearson India
Content preview from Service Marketing, 2nd Edition by Pearson
138 Services Marketing
e e ectiveness of experimentation depends on how e ectively the other
variables are controlled or managed.  e in uence of other variables on the
dependent variable should be at a minimum level to establish a direct cause-
and-e ect relation.
9
Experimentation provides distinctive information. Its specialty is its
capacity to produce realistic information. Survey research and observational
research are also used in experimentation.  e experimentation method is
used popularly in test marketing while introducing a new service, a new mar-
keting strategy, changes in the services product mix, price, promotional cam-
paign and so on. Experimentation may be done in a laboratory or at  eld.
Laboratory experiments on the ...
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Publisher Resources

ISBN: 9781306254410