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Grundlagen der Varianzanalyse
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Die Autoren vermitteln dem Leser ein solides Basisverstndnis fr experimentelle Marketingforschung. Die Ausfhrungen versetzen den Leser in die Lage, empirische Studien zu bewerten, nachzuvollziehen und selbst durchfhren zu knnen. Damit ist vor allem das Ziel verbunden, Neulinge, wie Studierende der Wirtschaftswissenschaften, an die empirische Marketingforschung mit Experimenten heranzufhren. Anhand eines Beispiels wird das Buch mit einer ausfhrlichen Beschreibung dieses Verfahrens abgerundet.
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