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Case Title:

New Product Design Experiment at iConnect

Publication Month and Year : December 2009

Authors: R. Muthukumar

Industry: General Business

Region: India

Case Code: BRM0005

Teaching Note: Available

Structured Assignment: Not Available


OR





Abstract:
iConnect, a renowned software company, has developed a new software to increase the customer’s internet speed. The software fine tunes the modem settings to maximise the output. Before launching the software into market, the marketing manager wants to test selected three different attributes. The three attributes to test, yield a total of 16 possible combinations at two levels. Then, using ‘Fractional Factorial Design’, he reduced the number of combinations which have to be tested. A statistical package has been used to know the Customer Response Rate (CRR). CRR is a function of the selected attributes in the case study. From the results in the case study, it is revealed that price has a significant impact on response to the various offers, since the lower price offers combinations drew much better response rates than the higher price offers combinations.

Pedagogical Objectives:

  • To understand the Factorial Design Experiment
  • To discuss how to evaluate the factors that influences the selection and measurement of dependent variables.

Keywords : Marketing Research, Latin Sqaure Design, Delivery System, Hub and Spoke Delivery System, Factors, Rows, Columns, Treatments, Degrees of Freedom

Contents:

  • Introduction
  • Suggested Questions for Discussion

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