A mail order firm wanted a strategy to increase response rates through catalog design. The strategy involved an indistinguishable experimental section within the main catalog to avoid prohibitive costs of putting together 16 totally unique catalogs and utilized Plackett–Burman screening designs, multivariate methods, and robust methods. The end result was an economically feasible new strategy that provided an increased profit-cost ratio, better catalog design, prediction of customer response data, important product perspectives, and marketing strategies for long-term impact.
Get full access to this article
View all access options for this article.
References
1.
AtkinsonA.C.Comment: Aspects of Diagnostic Regression AnalysisStatistical Science131986379–416
2.
BamettVicLewisTobyOutliers in Statistical Data1984John Wiley & Sons, Inc.New York
3.
BoxGeorge E.P.MeyerR. DanielSome New Ideas in the Analysis of Screening DesignsJournal of Research of the National Bureau of Standards9061985495–502
4.
ColacecchiMary BethCataloging Beyond the Boom YearsCatalog Age8121991534
HamadaM.WuC.F.J.Analysis of Designed Experiments with Complex AliasingJournal of Quality Technology’2431992130–137
7.
Hawkins, Douglas M. (1992), The Feasible Solution Algorithm for Least Trimmed Squares Regression (working paper), University of Minnesota, Department of Statistics.
8.
HintzeJerry L.Number Cruncher Statistical System (Product 5.3): Advanced Statistics Reference Manual1992NCSSKaysville, UT
9.
HodgsonD.The Great American Catalog BoomAGRJ Marketing301992, 26–29June
10.
McHenryClaude E.Computation of a Best Subset in Multivariate AnalysisApplied Statistics2731978291–296
11.
MeyerRaymond H.Classical and Modern Regression with Applications2nd ed.1990PWS-KENTBoston
12.
PattersonGregory A.Holiday Hopes of the Catalog Industry: Merrier Christmas, Happier New YearWall Street Journal1992B8(December 2), B1
13.
PlackettR.L.BurmanJ.P.The Design of Optimum Multifactorial ExperimentsBiometrika331946305–325June
14.
RousseeuwPeter J.Least Median Squares RegressionJournal of the American Statistical Association793881984871–880
15.
RousseeuwPeter J.LeroyAnnickRobust Regression and Outlier Detection1987John Wiley & Sons, Inc.New York
16.
RousseeuwPeter J.van ZomerenBert C.Unmasking Multivariate Outliers and Leverage PointsJournal of the American Statistical Association854111990633–651
17.
SeaverBill L.TriantisKostas P.The Implications of Using Messy Data to Estimate Production-Frontier-Based Technical Efficiency MeasuresThe Journal of Business and Economic Statistics72198949–59
18.
Stromberg, Arnold (1992, 1993), Least Trimmed Squares (software), University of Kentucky, Department of Statistics.
19.
WilksS.S.Certain Generalizations of the Analysis of VarianceBiometrika392 & 41932471–481
