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Fractional Factorial Experimental Designs in Marketing Research

Charles W. Holland and David W. Cravens
Journal of Marketing Research
Vol. 10, No. 3 (Aug., 1973), pp. 270-276
DOI: 10.2307/3149694
Stable URL: http://www.jstor.org/stable/3149694
Page Count: 7
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Fractional Factorial Experimental Designs in Marketing Research
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Abstract

Fractional factorial experimental designs typically yield favorable cost-benefit relationships when compared to the various classical designs. The essential aspects of the fractional factorial design are outlined, and its use in the study of a marketing problem is illustrated. The types of research situations where the design is potentially useful are identified.

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