Management and Organizational Studies 3322F/G Lecture Notes - Lecture 1: Crayola, Design Of Experiments
28 Sep 2018
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MOS 3322 – Additional Reading #1 Notes
Boost Your Marketing ROI with Experimental Design
- Consumers are bombarded with marketing messages either from media,
television, phone calls, banners and such
- Although there is a chance they may hit their target the vast majority of
marketing messages fail to hit the target
- So many possible combinations of stimuli for human behavior
- Experimental design quantifies the effects of independent stimuli on
behavioral responses can help analyze how the campaigns influence
consumer behavior
- This approach is more precise and cost effective
- Test and control cell method is the basis for most of direct mailing and e-
commerce testing (multiply all your factors)
- There are too many attributes to test them all
- Experimental design dates back to the 19th century
- Sir Ronald A. Fisher
- Help to design BART commuter rail system in San Francisco
- Marketers have more communication alternative than ever before
- Now there is the science of experimental design to test a few of the
models
- Did an experiment with Crayola
- All pertaining figures and graphs are in reading
- Experimental design requires thoughtful planning to hypothesize what you
are looking for and to rule out other possibilities before the experiment can
begin
Document Summary
Consumers are bombarded with marketing messages either from media, television, phone calls, banners and such. Although there is a chance they may hit their target the vast majority of marketing messages fail to hit the target. So many possible combinations of stimuli for human behavior. Experimental design quantifies the effects of independent stimuli on behavioral responses can help analyze how the campaigns influence consumer behavior. This approach is more precise and cost effective. Test and control cell method is the basis for most of direct mailing and e- commerce testing (multiply all your factors) There are too many attributes to test them all. Experimental design dates back to the 19th century. Help to design bart commuter rail system in san francisco. Marketers have more communication alternative than ever before. Now there is the science of experimental design to test a few of the models. All pertaining figures and graphs are in reading.
