Learn and Earn Through Testing on the Internet

Wyner, Gordon A.
September 2000
Marketing Research;Fall2000, Vol. 12 Issue 3, p37
Academic Journal
This article focuses on the opportunities provided by the Internet for market experimentation and optimization. Increasing digitization--the importance of information content over physical matter in business--will make it progressively easier to experimentally alter particular aspects of a business and quickly observe how customers respond. Experimental design enables companies to systematically test a wide range of possible changes and statistically model customer response across a virtually unlimited range of alternatives.


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