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.

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Year of publication:	1997
Authors:	Starkey, Michael ; Aughton, Jeff ; Brewin, Roger
Published in:	The TQM Magazine. - MCB UP Ltd, ISSN 1758-6887, ZDB-ID 2024492-7. - Vol. 9.1997, 6, p. 434-439
Publisher:	MCB UP Ltd
Subject:	Design of experiments \| Process design \| Statistical process control \| Systems design

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/09544789710187046 [DOI]
Source:	Other ZBW resources

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