The rise and fall of the Latin Square in marketing:a cautionary tale

Purpose - This paper aims to illustrate the strengths and weaknesses of experimental design and development in academic marketing since 1950.Design methodology approach - The paper does so by taking one experimental design, Latin Square, and describing its history and development within academic mar...

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Veröffentlicht in:	European journal of marketing 2005-03, Vol.39 (3/4), p.328-350
1. Verfasser:	Hamlin, Robert P
Format:	Artikel
Sprache:	eng
Schlagworte:	Academic marketing Case studies Conjoint analysis Consumer behavior Consumers Latin square design Statistical methods
Online-Zugang:	Volltext
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