TY  - BOOK
AU  - Ledolter,Johannes
AU  - Sewersey, Arthur J
TI  - Testing 1-2-3: experimental design with applications in marketing and service operations 
SN  - 0804756120
U1  - 658.83 
PY  - 2007///
CY  - Stanford
PB  - Stanford Business Books
KW  - Experimental design
KW  - Marketing research
KW  - Service industries
KW  - Research
N1  - This book is about the power of statistical experiments. In the past, books on experimental design focused almost entirely on manufacturing problems. In contrast, although this book is relevant to manufacturing and includes useful examples in that area, its emphasis is on applications to marketing and service operations. The authors provide a fresh and practical treatment of the key topics in designing and analyzing experiments. Testing in the business world is commonplace, and the usual approach is to change one factor at a time while holding other factors constant. This approach may seem logical and appealing, but, as the authors explain, it is highly inefficient, and may lead to wrong conclusions. The better method, the authors propose, is to test all factors simultaneously
ER  -