search query: @indexterm Response rate / total: 99
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| Author: | Seaver, B. Simpson, E. |
| Title: | Mail order catalog design and consumer response behavior: experimentation and analysis |
| Journal: | Journal of Direct Marketing
1995 : SUMMER, VOL. 9:3, p. 8-20 |
| Index terms: | MAIL ORDER SELLING RESPONSE RATE DIRECT SELLING |
| Language: | eng |
| Abstract: | A mail order firm wanted a strategy to increase response rates through catalog design. The strategy involved in an indistinguishable experimental section within the main catalog to avoid prohibitive costs of putting together 16 totally unique catalogs and utilized Packett-Burman screening designs, multivariate methods, and robust methods. The end result was an economically feasible new strategy that provided an increased profit-cost ratio, better catalog design, prediction of customer response data, important product perspectives, and marketing strategies for long-term impact. |
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