This paper investigates how ads for extensions can trigger different reactions with respect to consumers' attitudes towards new line and brand extensions of familiar brands. Using a structural equation model, the authors research the influence of attitude towards the ad (Aad), parent brand...

Research on the impact of advertising on children has failed to keep pace with the rapidly changing media environment. Using an experimental approach, children’s responses towards traditional (television advertisement) versus new, hybrid advertising techniques (trailer, advergame, and their...

In industrial experimentation there is growing interest in studies that span more than one processing step. Convenience often dictates restrictions in randomization in passing from one processing step to another. When the study encompasses three processing steps, this leads to split-split-plot...

We introduce a new method for generating optimal split-plot designs. These designs are optimal in the sense that they are efficient for estimating the fixed effects of the statistical model that is appropriate given the split-plot design structure. One advantage of the method is that it does not...

Split-plot and other multi-stratum structures are widely used in factorial and response surface experiments and residual maximum likelihood (REML) and generalized least squares (GLS) estimation is seen as the state-of-the-art method of data analysis for nonorthogonal designs. We analyze data...

Despite the fact that many conjoint choice experiments offer respondents a no-choice option in every choice set, the optimal design of conjoint choice experiments involving no-choice options has received only a limited amount of attention in the literature. In this article, we present an...

Response surface experiments often involve only quantitative factors, and the response is fit using a full quadratic model in these factors. The term response surface implies that interest in these studies is more on prediction than parameter estimation since the points on the fitted surface are...