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Notes on Marketing Experimentation

John D.C. Little

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Description:Excerpt from Notes on Marketing Experimentation The successful conduct of marketing operations requires good information about market behavior. Such information comes from many sources--from historical sales data, personal experiences, surveys, and various special studies. We shall here take up a specialized but valuable method of learning about the market, namely, experimentation. Principally, we shall consider experiments involving the active intervention in the market by a company to measure the effect on sales of variables under the company*s control. For example, quantities such as advertising, price, salesman's calls, packaging, and display might be varied to estimate their effect on sales. Presumably, once the sales effect is estimated, appropriate calculations will convert this into an effect on profit or other relevant measure of effectiveness. Although the discussion will focus on sales experiments, most of the principles discussed apply to any response variable. The term, experiment, will be used to imply a controlled comparison of alternatives. In other words, two or more experimental treatments are applied in a situation where the experimenter is able to decide which experimental units receive the treatment. Thus, an experiment might compare promotions A and B by using them in different sets of cities. The experimenter decides which city receives which treatment (probably doing this by a random process). A more passive approach is to analyze historical data in which marketing variables have varied in the normal course of company operations.We have made it easy for you to find a PDF Ebooks without any digging. And by having access to our ebooks online or by storing it on your computer, you have convenient answers with Notes on Marketing Experimentation. To get started finding Notes on Marketing Experimentation, you are right to find our website which has a comprehensive collection of manuals listed.
Our library is the biggest of these that have literally hundreds of thousands of different products represented.

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ISBN: 1330268652

Description: Excerpt from Notes on Marketing Experimentation The successful conduct of marketing operations requires good information about market behavior. Such information comes from many sources--from historical sales data, personal experiences, surveys, and various special studies. We shall here take up a specialized but valuable method of learning about the market, namely, experimentation. Principally, we shall consider experiments involving the active intervention in the market by a company to measure the effect on sales of variables under the company*s control. For example, quantities such as advertising, price, salesman's calls, packaging, and display might be varied to estimate their effect on sales. Presumably, once the sales effect is estimated, appropriate calculations will convert this into an effect on profit or other relevant measure of effectiveness. Although the discussion will focus on sales experiments, most of the principles discussed apply to any response variable. The term, experiment, will be used to imply a controlled comparison of alternatives. In other words, two or more experimental treatments are applied in a situation where the experimenter is able to decide which experimental units receive the treatment. Thus, an experiment might compare promotions A and B by using them in different sets of cities. The experimenter decides which city receives which treatment (probably doing this by a random process). A more passive approach is to analyze historical data in which marketing variables have varied in the normal course of company operations.We have made it easy for you to find a PDF Ebooks without any digging. And by having access to our ebooks online or by storing it on your computer, you have convenient answers with Notes on Marketing Experimentation. To get started finding Notes on Marketing Experimentation, you are right to find our website which has a comprehensive collection of manuals listed.
Our library is the biggest of these that have literally hundreds of thousands of different products represented.

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Notes on Marketing Experimentation

Notes on Marketing Experimentation

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