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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
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3149694
Page Count: 7
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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.
Journal of Marketing Research © 1973 American Marketing Association