Experimental Design of the Front Lines of Marketing: Testing New Ideas to Increase Direct Mail Sales

G.H. Bell, Johannes Ledolter, A.J. Swersey

Publikation: Wissenschaftliche FachzeitschriftOriginalbeitrag in FachzeitschriftBegutachtung

Abstract

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.
OriginalspracheEnglisch
Seiten (von - bis)309 - 319
FachzeitschriftInternational Journal of Research in Marketing
Jahrgang23
PublikationsstatusVeröffentlicht - 1 Mai 2006

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