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| Author: | Bausch, Th. |
| Title: | Gewinnoptimale Kundenselektion im Direkt-Marketing (Profit-optimising selection of customers in direct marketing) |
| Journal: | Marketing
1991 : VOL. 13:2, p. 86-96 |
| Index terms: | MARKETING RESEARCH SAMPLING |
| Language: | ger |
| Abstract: | The success of direct marketing action is largely dependent on the selection of target persons. For a better foundation of the sample representative pre-sampling is used. The paper presents possibilities of relying on discriminance analysis and logistic regression for the formulation of optimal sampling rules. They are tested on a mail-order pretest of 760 persons. |
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