Starjournal Quotation Bell, G.H., Ledolter, Johannes, Swersey, A.J.. 2006. Experimental Design of the Front Lines of Marketing: Testing New Ideas to Increase Direct Mail Sales. International Journal of Research in Marketing 23 309-319.


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Abstract

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.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal International Journal of Research in Marketing
Citation Index SSCI
WU Journalrating 2009 A+
Starjournal Y
Language English
Title Experimental Design of the Front Lines of Marketing: Testing New Ideas to Increase Direct Mail Sales
Volume 23
Year 2006
Page from 309
Page to 319
Reviewed? Y
URL http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6V8R-4KJV2X5-1&_user=464393&_coverDate=09%2F30%2F2006&_rdoc=1&_fmt=high&_orig=search&_sort=d&_docanchor=&view=c&_searchStrId=1350163244&_rerunOrigin=google&_acct=C000022138&_version=1&_urlVersion=0&_userid=464393&md5=c10609fbc62b8bd7c1f1e8c181bc6a07

Associations

People
Ledolter, Johannes (Former researcher)
External
Bell, G.H.
Swersey, A.J.
Organization
Institute for Statistics and Mathematics IN (Details)
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