TY - JOUR
T1 - Experimental Design of the Front Lines of Marketing: Testing New Ideas to Increase Direct Mail Sales
AU - Bell, G.H.
AU - Ledolter, Johannes
AU - Swersey, A.J.
PY - 2006/5/1
Y1 - 2006/5/1
N2 - Marketers have recently begun to embrace complex experimental designs for marketing and advertising testing. Full-factorial, fractional-factorial and Plackett-Burman designs have given marketers new statistical tools to increase the speed, power, and profitability of their testing programs. This case study shows how well constructed and managed experimental designs offer marketing professionals clear, bottom-line benefits over common change one variable at-a-time testing techniques.
AB - Marketers have recently begun to embrace complex experimental designs for marketing and advertising testing. Full-factorial, fractional-factorial and Plackett-Burman designs have given marketers new statistical tools to increase the speed, power, and profitability of their testing programs. This case study shows how well constructed and managed experimental designs offer marketing professionals clear, bottom-line benefits over common change one variable at-a-time testing techniques.
UR - http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6V8R-4KJV2X5-1&_user=464393&_coverDate=09%2F30%2F2006&_rdoc=1&_fmt=high&_orig=search&_sort=d&_docanchor=&view=c&_searchStrId=1350163244&_rerunOrigin=google&_acct=C000022138&_version=1&_urlVersion=0&_userid=464393&md5=c10609fbc62b8bd7c1f1e8c181bc6a07
M3 - Journal article
SN - 0167-8116
VL - 23
SP - 309
EP - 319
JO - International Journal of Research in Marketing
JF - International Journal of Research in Marketing
ER -