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Extending process thinking: design of experiments in sales and marketing

Extending process thinking: design of experiments in sales and marketing An understanding of processes is essential before statistical tools such as statistical process control (SPC) and design of experiments (DOE) can be properly applied. Both SPC and DOE have greater potential application outside their traditional routes. There is evidence that this is beginning to happen. Gives an example showing how DOE could be used in a marketing application such as designing an effective direct response television advertisement. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The TQM Magazine Emerald Publishing

Extending process thinking: design of experiments in sales and marketing

The TQM Magazine , Volume 9 (6): 6 – Dec 1, 1997

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Publisher
Emerald Publishing
Copyright
Copyright © 1997 MCB UP Ltd. All rights reserved.
ISSN
0954-478X
DOI
10.1108/09544789710187046
Publisher site
See Article on Publisher Site

Abstract

An understanding of processes is essential before statistical tools such as statistical process control (SPC) and design of experiments (DOE) can be properly applied. Both SPC and DOE have greater potential application outside their traditional routes. There is evidence that this is beginning to happen. Gives an example showing how DOE could be used in a marketing application such as designing an effective direct response television advertisement.

Journal

The TQM MagazineEmerald Publishing

Published: Dec 1, 1997

Keywords: Design of experiments; Process design; Statistical process control; Systems design

References