On the Analysis of Interactions in Marketing Research Data

Paul E. Green

43 citations0/0 files storedJournal of Marketing Research

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Optimal Experimental Design Methods Statistical Methods and Applications Business Strategies and Management Research

Abstract

This article discusses a number of topics related to the interpretation of interaction in experimental designs. A common set of data is used to illustrate the techniques, and implications for marketing experiments are considered.

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References

1973Marketing Management: Analysis, Planning and Control 1971Conjoint Measurement for Quantifying Judgmental Data 1965Analysis of Factorial Experiments by Estimating Monotone Transformations of the Data 1964The Responsiveness of Food Sales to Shelf Space Changes in Supermarkets 1969The Price-Quality Relationship: An Extension 1969Measures of Association in Comparative Experiments: Their Development and Interpretation 1965Experimental Designs in Measuring the Effectiveness of Promotion

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2015What Drives Advertising Success on Facebook? An Advertising-Effectiveness Model 1975Predicting Preferences on Experimental Bundles of Attributes: A Comparison of Models 1976Improving Physical Distribution Service Decisions with Trade‐off Analysis 1991Conjoint Analysis: A Pedagogical Model

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