A company wishes to improve its e-mail marketing process, as measured by an increase in the response rate to e-mail advertisements. The company has decided to study the process by evaluating all combinations of two (2) options of the three (3) key factors: E-Mail Heading (Detailed, Generic); Email Open (No, Yes); and E-Mail Body (Text, HTML). Each of the combinations in the design was repeated on two (2) different occasions. The factors studied and the measured response rates are summarized in the following table.

Table: Improving Email Response Rate
Run	Heading	Email Open	Body	Replicated	Response Rate
1	Generic	No	Text	1	46
2	Detailed	No	Text	1	34
3	Generic	Yes	Text	1	56
4	Detailed	Yes	Text	1	68
5	Generic	No	HTML	1	25
6	Detailed	No	HTML	1	22
7	Generic	Yes	HTML	1	21
8	Detailed	Yes	HTML	1	19
1	Generic	No	Text	2	38
2	Detailed	No	Text	2	38
3	Generic	Yes	Text	2	59
4	Detailed	Yes	Text	2	50
5	Generic	No	HTML	2	27
6	Detailed	No	HTML	2	32
7	Generic	Yes	HTML	2	23
8	Detailed	Yes	HTML	2	33

Write a page paper in which you:

Use the data shown in the table to conduct a design of experiment (DOE) in order to test cause-and-effect relationships in business processes for the company.

Determine the graphical display tool (e.g., Interaction Effects Chart, Scatter Chart, etc.) that you would use to present the results of the DOE that you conducted in Question 1. Provide a rationale for your response.

Recommend the main actions that the company could take in order to increase the response rate of its e-mail advertising. Provide a rationale for your response.

Propose one (1) overall strategy for developing a process model for this company that will increase the response rate of its e-mail advertising and obtain effective business process. Provide a rationale for your response.

Answer rating: 100% (QA)

A B The term experimental design refers to a plan for assigning experimental units to treatment conditions A good experimental design serves three purposes Causation It allows the experimenter to make ... View the full answer