Wykorzystanie eksperymentu frakcyjnego do optymalizacji działań z zakresu marketingu bezpośredniego
Application of Fractional Experiment in Evaluation of Direct Marketing Effectiveness

Summary/Abstract: When testing tools and marketing messages, the research methods not based on declarations but on the buyers behaviour measurement are increasingly popular. One can observe the growing importance of obtaining data from observations (e.g. mystery shopping) and physiological measurements (e.g. neuromarketing). Experiments, according to the research conducted among Polish marketing managers and employees of advertising agencies, are much less used in this field. One of the obstacles may be a methodological gap in knowledge about the application (in particular about schemes with many variables) in testing and improving marketing communication tools and messages. In the paper, we discuss the use of fractional experiment in optimising direct marketing efforts. We present an example of experiment usage to evaluate versions of promotional e-mailing of Postgraduate Studies in Sales Management at the Poznan University of Economics.

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