The DOE application, Taguchi methods in marketing
The DOE application, Taguchi methods in marketing
Author(s): Pavel Blecharzand, Hana ŠtverkováSubject(s): Business Economy / Management, Methodology and research technology, Marketing / Advertising, Socio-Economic Research
Published by: Wydawnictwo Wyższej Szkoły Menedżerskiej w Warszawie
Keywords: customer; DOE; marketing; Taguchi;
Summary/Abstract: The paper has been focused on applying of the DOE method to the marketing study of a customer preference. Using the DOE method enables to perform also the studies that would not be practicable due to a big amount of testing required. This study showed how to save a lot of time and marketing costs. The research had also shown that using the DOE method, it is relatively easy and quick to find the consumer preferences, and allows for increase the interest in the purchasing the product.
Journal: Zarządzanie. Teoria i Praktyka
- Issue Year: 25/2018
- Issue No: 3
- Page Range: 3-8
- Page Count: 6
- Language: English