Take Action

Home | Faculty & Research Overview | Research

Research Details

A New Theory of Direct Market Testing: Or Why Rollout Results Do Not Match Test Results, Journal of Direct Marketing

Abstract

Direct marketing tests often generate expectations that are not realized during rollout. One reason for this is that the variability of the response rates tends to be greater than that predicted by the standard binomial model. An alternative model is proposed which accounts for this extra variability, and implications with respect to test design and evaluation are discussed. Results from an actual direct marketing test are used to illustrate different aspects of the proposed model. Recommendations for improving current testing procedures are also examined.

Type

Article

Author(s)

Robert Blattberg

Date Published

1987

Citations

Blattberg, Robert. 1987. A New Theory of Direct Market Testing: Or Why Rollout Results Do Not Match Test Results. Journal of Direct Marketing. 1(4): 24-37.

KELLOGG INSIGHT

Explore leading research and ideas

Find articles, podcast episodes, and videos that spark ideas in lifelong learners, and inspire those looking to advance in their careers.
learn more

COURSE CATALOG

Review Courses & Schedules

Access information about specific courses and their schedules by viewing the interactive course scheduler tool.
LEARN MORE

DEGREE PROGRAMS

Discover the path to your goals

Whether you choose our Full-Time, Part-Time or Executive MBA program, you’ll enjoy the same unparalleled education, exceptional faculty and distinctive culture.
learn more

Take Action