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| Author: | |
| Title: | Conjoint experiments for direct mail response optimization |
| Journal: | European Journal of Marketing
1998 : VOL. 32:3-4, p. 323-339 |
| Index terms: | CONJOINT ANALYSIS DIRECT SELLING DATA BASES CHARITIES |
| Language: | eng |
| Abstract: | Given the growing number of firms that use direct mail, it is important to develop methods to improve response rates. Better selection methods are useful for this improvement, determining the important characteristics of the mailing and constructing an optimal design is another way to improve the response. In the paper, the latter is focused on. A framework is presented to obtain the optimal direct mail design. It is proposed and compared two ways of data collection, one in an experimental setting and one in a field-experimental setting. Both approaches are illustrated with an empirical application for a charity institution, referring to the development of an optimal design of an envelope and a letter. |
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