Journal article
Experimental design on the front lines of marketing: Testing new ideas to increase direct mail sales
International journal of research in marketing, Vol.23(3), pp.309-319
09/01/2006
DOI: 10.1016/j.ijresmar.2006.05.002
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.
Details
- Title: Subtitle
- Experimental design on the front lines of marketing: Testing new ideas to increase direct mail sales
- Creators
- Gordon H. Bell - LucidView, 80 Rolling Links Boulevard, Oak Ridge, TN 37830, USAJohannes Ledolter - University of IowaArthur J. Swersey - Yale University
- Resource Type
- Journal article
- Publication Details
- International journal of research in marketing, Vol.23(3), pp.309-319
- Publisher
- Elsevier B.V
- DOI
- 10.1016/j.ijresmar.2006.05.002
- ISSN
- 0167-8116
- eISSN
- 1873-8001
- Language
- English
- Date published
- 09/01/2006
- Academic Unit
- Statistics and Actuarial Science; Business Analytics
- Record Identifier
- 9984380556502771
Metrics
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