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QICID: 20778
Title: Using a Fractional Factorial Design to Increase Direct Mail Response at Mother Jones Magazine
Copyright: 2006, ASQ and Taylor & Francis Group, LLC
Author: Ledolter, Johannes; Swersey, Arthur J.
Organization: University of Iowa, Iowa City, IA; Yale School of Management, New Haven, CT
Subject: Case study,Direct method,Fractional factorial design,Marketing,Publishing industry,Sample size,Service sector;
Series: Quality Engineering, Vol. 18, No. 4, October 2006, pp. 469-475
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Abstract: [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.
Number of pages: 7
Price for ASQ Members: $5.00
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