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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)

The TQM Magazine

ISSN: 0954-478X

Article publication date: 1 December 1997

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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.

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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

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MCB UP Ltd

Copyright © 1997, MCB UP Limited