haku: @author Ledolter, J. / yhteensä: 7
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| Tekijä: | Bell, G. H. Ledolter, J. Swersey, A. J. |
| Otsikko: | Experimental design on the front lines of marketing: testing new ideas to increase direct mail sales |
| Lehti: | International Journal of Research in Marketing
2006 : VOL. 23:3, p.309-319 |
| Asiasana: | direct mail marketing |
| Vapaa asiasana: | factorial design in-market testing plackett-burman design |
| Kieli: | eng |
| Tiivistelmä: | 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 illustrates how well constructed and managed experimental designs offer marketing professionals clear, bottom-line benefits over common change one variable at-a-time testing techniques. |
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