Evaluation of quality factors in marketing experiments

Abstract

In many cases of practical interest, marketing experiments involve the evaluation of qualitative factors such as packaging, display, color, and shape, along with quantitative factors such as price, profits, and sales. This article discusses an alternative model for the analysis of variance of such experiments in the place of the standard analysis of variance. The differences between the alternative model and the standard model are illustrated with an example of a marketing experiment. In spite of its direct applicability to business experiments the model has been heretofore over-looked by business practitioners and the results as well as their implications have not been discussed anywhere in the business literature.