How to design and evaluate a direct marketing test [electronic resource] / Nigel Hathway.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Statistics of direct marketing: Publisher: London : Henry Stewart Talks, 2008Description: 1 online resource (1 streaming video file (43 min.) : color, sound)Subject(s): Direct marketing -- Statistical methodsOnline resources: Click here to access online | Series Animated audio-visual presentations with synchronized narration.
Title from title frames.
Contents: Importance of testing -- What to test? -- Statistical concepts -- How large a sample size? -- Example -- Selecting the sample -- Formula for sample size -- Practical considerations -- Practical example: incentive test -- Practical example: creative test.
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Mode of access: World Wide Web.