Quotation Ledolter, Johannes, Swersey, A.J.. 2006. Using a Fractional Factorial Design to Increase Direct Mail Response at Mother Jones Magazine. Quality Engineering 18 469-475.


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Abstract

Experimental design methods have been widely applied to problems in manufacturing, but little attention has been given to applying these tools to service problems. In the world of direct marketing, the traditional approach is called A/B testing and involves changing one factor at a time. In this article we address the problem of improving direct mail response at Mother Jones magazine, employing a 16-run two-level fractional factorial design that tests seven factors simultaneously. We compare this design to other possible design choices, discuss sample size determination, and show how we labeled factors to isolate likely two-factor interactions. We discuss the results and conclusions of our study and the benefits to Mother Jones magazine.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Quality Engineering
Citation Index SCI
Language English
Title Using a Fractional Factorial Design to Increase Direct Mail Response at Mother Jones Magazine
Volume 18
Year 2006
Page from 469
Page to 475
Reviewed? Y
URL http://www.informaworld.com/smpp/1410851127-52356306/content~db=all~content=a762741701~tab=content~order=page

Associations

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