Extending process thinking: design of experiments in sales and marketing
Michael Starkey
(School of Business, De Montfort University, Leicester, UK.)
Jeff Aughton
(PQ Systems Europe Ltd.)
Roger Brewin
(Roger Brewin is with 3M Health Care Ltd)
1423
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.
Keywords
Citation
Starkey, M., Aughton, J. and Brewin, R. (1997), "Extending process thinking: design of experiments in sales and marketing", The TQM Magazine, Vol. 9 No. 6, pp. 434-439. https://doi.org/10.1108/09544789710187046
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited