Design of experiments has not been used more widely by marketing despite its proven track record
Abstract
In the global competitive marketplace, great products are coveted by consumers. Marketing continues to raise the bar on products that will delight customers and gain market share. Design of experiments is a well-established protocol for designing, developing and improving products and processes, which can be used to help development and production achieve marketing’s goals. The efficiency of experimental designs is a key feature that product developers and engineers can leverage in designing products in the resource-constrained business environment. The depth of information gained from following the experimental design protocol and the continual improvement cycle provides the developer or engineer great insights into what is important to the product and the customer. This paper presents three case studies to demonstrate the power of the experimental design protocol in developing products to meet marketing’s needs.
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Author's Biography
Jonathan Frey is recently retired from his position as Director of Operations Intelligence at Taco Bell Corporation, where he served for 15 years as a data scientist for Operations, Finance, IT, R&D and HR-related projects. Prior to joining Taco Bell, Jonathan served as a Product Development Manager at Mars for 13 years and at Kraft, Inc. as a Research Scientist for four years. He holds a BS in Bacteriology and a PhD in Food Microbiology from the University of Wisconsin–Madison.
Harold S. Haller has been a consultant in statistical studies since 1967. He has a BS in engineering physics from Lehigh University, an MA in mathematics from American University and a PhD in mathematics/statistics from Case Institute of Technology. Dr Haller formed Harold S. Haller & Company in 1983 to help organisations implement Deming’s system of profound knowledge. To apply the principles of quality management and statistical thinking to the corporate world, Dr Haller served on the board of trustees for the U-Store-It Trust from 2004 to 2011.
Citation
Frey, Jonathan and Haller, Harold S. (2021, January 1). Design of experiments has not been used more widely by marketing despite its proven track record. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 6, Issue 3. https://doi.org/10.69554/RYHO9892.
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