So, today we learned about the TESTING PROCESS, which was described as the “this or that and summarizing of results. Not really about the ‘why?’”
Reasons for conducting a tets:
standard practice (test all mkt programs)
strategic question (reactive lapsed customers)
tactical question (which incentive to use)
Design a test:
What mkt. Variables (Price, etc.)
Type of test (a/b, control/A)
Sample (pop. size) [...]