IDEAS home Printed from https://ideas.repec.org/a/aza/ama000/y2021v6i3p244-256.html
   My bibliography  Save this article

Design of experiments has not been used more widely by marketing despite its proven track record

Author

Listed:
  • Frey, Jonathan

    (Co-Founder and Principal Consultant, Peninsula Business Intelligence, USA)

  • Haller, Harold S.

    (Founder, Harold S. Haller & Company, USA)

Abstract

In the global competitive marketplace, great products are coveted by consumers. Marketing continues to raise the bar on products that will delight customers and gain market share. Design of experiments is a well-established protocol for designing, developing and improving products and processes, which can be used to help development and production achieve marketing’s goals. The efficiency of experimental designs is a key feature that product developers and engineers can leverage in designing products in the resource-constrained business environment. The depth of information gained from following the experimental design protocol and the continual improvement cycle provides the developer or engineer great insights into what is important to the product and the customer. This paper presents three case studies to demonstrate the power of the experimental design protocol in developing products to meet marketing’s needs.

Suggested Citation

  • Frey, Jonathan & Haller, Harold S., 2021. "Design of experiments has not been used more widely by marketing despite its proven track record," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 6(3), pages 244-256, January.
    • Handle: RePEc:aza:ama000:y:2021:v:6:i:3:p:244-256
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/6045/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/6045/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    experimental design; process improvement; optimisation;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:ama000:y:2021:v:6:i:3:p:244-256. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.