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

Jonathan Frey and Harold S. Haller
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Jonathan Frey: Co-Founder and Principal Consultant, Peninsula Business Intelligence, USA
Harold S. Haller: Founder, Harold S. Haller & Company, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2021, vol. 6, issue 3, 244-256

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.

Keywords: experimental design; process improvement; optimisation (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2021:v:6:i:3:p:244-256

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