Experimental design on the front lines of marketing: Testing new ideas to increase direct mail sales

被引：19

作者：

Bell, Gordon H.

Ledolter, Johannes

Swersey, Arthur J.

机构：

[1] Univ Iowa, Tippie Coll Business, Iowa City, IA 52242 USA

[2] LucidView, Oak Ridge, TN 37830 USA

[3] Yale Sch Management, New Haven, CT 06520 USA

[4] Vienna Univ Econ & Business Adm, Vienna, Austria

来源：

INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING | 2006年 / 23卷 / 03期

关键词：

direct mail; factorial design; in-market testing; Plackett-Burman design;

D O I：

10.1016/j.ijresmar.2006.05.002

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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. (c) 2006 Elsevier B.V. All rights reserved.

引用

页码：309 / 319

页数：11

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