Testing 1 - 2 - 3: Experimental Design with Applications in Marketing and Service Operations (Stanford Business Books)
"This is the first book which is particularly devoted to applications of experimental design in marketing, service operations and general business problems.  he authors give an easy to read non-technical treatment of full and fractional factorial designs supplemented by 13 cases."—Austrian Journal of Statistics"Ledolter and Swersey succeed in conveying their passion for experimental design and sharing the power and practical value of these methods. The real-world examples used in the book are excellent."—Bovas Abraham, University of Waterloo"The authors present a wealth of interesting examples, many of which come from marketing, to minimize mathematical formalism and to help students learn how experimental design methods work and why they are so potentially useful. At last we have an accessible and relevant resource to learn about these powerful ideas."—Bert Gunter, Principal Biostatistician, Genentech"Ledolter and Swersey bring the powerful methodology of statistically designed experiments to the market researcher and service systems analyst. They provide a wealth of detailed real world examples, share many practical insights, and provide just the rig"The authors are to be commended for their presentation of an eminently readable text that broadly—yet thoroughly—exposes marketers to statistical experimentation. The marketing practitioner will find case studies that amply demonstrate the benefits of th