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Item Details
Title: TESTING 1 - 2 - 3
EXPERIMENTAL DESIGN WITH APPLICATIONS IN MARKETING AND SERVICE OPERATIONS
By: Johannes Ledolter, Arthur J. Swersey
Format: Hardback

List price: £62.00


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ISBN 10: 0804756120
ISBN 13: 9780804756129
Publisher: STANFORD UNIVERSITY PRESS
Pub. date: 1 May, 2007
Pages: 312
Description: This book gives students, practitioners, and managers a set of practical and valuable tools for designing and analyzing experiments, emphasizing applications in marketing and service operations such as website design, direct mail campaigns, and in-store tests.
Synopsis: This book is about the power of statistical experiments. In the past, books on experimental design focused almost entirely on manufacturing problems. In contrast, although this book is relevant to manufacturing and includes useful examples in that area, its emphasis is on applications to marketing and service operations. The authors provide a fresh and practical treatment of the key topics in designing and analyzing experiments. Testing in the business world is commonplace, and the usual approach is to change one factor at a time while holding other factors constant. This approach may seem logical and appealing, but, as the authors explain, it is highly inefficient, and may lead to wrong conclusions. The better method, the authors propose, is to test all factors simultaneously. Doing so not only reduces the costs of experimenting but also provides the decision-maker with better information.Throughout the book, the authors illustrate concepts with practical examples. In addition, the book includes a set of 13 separate real-world cases based on the actual implementation of experimental design methods.
Publication: US
Imprint: Stanford University Press
Returns: Returnable
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