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

International Journal of Research in Marketing

Volumn 23, Issue 3, 2006, Pages 309-319

  Bell, Gordon H ^a   Ledolter, Johannes ^b,d   Swersey, Arthur J ^c  

^a LucidView   (United States)

^b UNIVERSITY OF IOWA   (United States)

^c YALE SCHOOL OF MANAGEMENT   (United States)

^d VIENNA UNIVERSITY OF ECONOMICS AND BUSINESS   (Austria)

Author keywords

Direct mail; Factorial design; In market testing; Plackett Burman design

Indexed keywords

EID: 33748300900     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijresmar.2006.05.002     Document Type: Article

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