Analysis of means in marketing research
Journal of the Academy of Marketing Science · 1981 · Volume 9 · Issue 4
Abstract
Analysis of variance, often the method of choice in evaluating the outcomes of marketing tests, can be significantly enhanced in its decision-support value. For this purpose one may apply more recently developed supplementary approaches: (1) Evaluation of main effects and interactions with Decision-Line (DL) criteria; (2) graphic multi-comparative analysis contrasted against the DL's; and (3) estimation of net component of variance for factor and interaction effects. An illustrative case history serves to highlight the more comprehensive overview and better understanding of experiment outcomes thus achieved.
Keywords
Error Mean Square, Control Chart, Market Research, Sales Volume, Quality Technology
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