TY  - ADVS
AU  - Hathway,Nigel
TI  - How to design and evaluate a direct marketing test
T2  - Statistics of direct marketing : understanding the key methods and calculations
PY  - 2008///
CY  - London
PB  - Henry Stewart Talks
KW  - Direct marketing
KW  - Statistical methods
N1  - 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; Access restricted to subscribers
UR  - http://hstalks.com/lib.php?t=HST54.1791&c=250
UR  - http://hstalks.com/lib.php?t=HST54&c=250
ER  -