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Using a Fractional Factorial Design to Increase Direct Mail Response at Mother Jones Magazine

Summary: [This abstract is based on the authors' abstract.]The experimental design methods so widely used to solve problems in manufacturing have seen little application to service problems. In direct marketing, the traditional approach to problem solving is A/B testing, which involves changing one factor at a time. It is shown that direct mail response at Mother Jones magazine can be improved by using a 16-run two-level fractional factorial design that tests seven factors simultaneously. The design is compared to other possible design choices and it is shown how factors are labeled to isolate likely two-factor interactions. Results and conclusions are discussed.

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  • Topics: Sampling
  • Keywords: Case study,Direct method,Fractional factorial design,Marketing,Publishing industry,Sample size,Service sector
  • Author: Ledolter, Johannes; Swersey, Arthur J.
  • Journal: Quality Engineering