Audio Feature: Testing 1-2-3

Statistical experiments are powerful and practical tools in business. A well-designed experiment can help companies be more competitive by pinpointing areas to reduce costs, increase productivity, and improve quality. Although much has been written about the use of experimental design in solving manufacturing problems, little attention has been given to its non-industrial applications.

In the new book Testing 1-2-3: Experimental Design with Applications in Marketing and Service Operations (Stanford University Press), Yale School of Management Professor Art Swersey and co-author Johannes Ledolter of the University of Iowa demonstrate how the same experimental design methods long used to optimize manufacturing processes can also add value to marketing and service activities such as website design, internet advertising, and direct mail marketing. 

Listen to Professor Art Swersey discuss experimental design.