Lands End is looking to run a test direct marketing campaign for a new line of swimwear.
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Question:
Lands End is looking to run a test direct marketing campaign for a new line of swimwear. They send 2% of customers in each of their segments the campaign and measure the responses in terms of purchases. Should they use the response rates in each segment in the test campaign as the best estimate of the actual rollout response rate? Explain your answer.
Related Book For
Marketing Research
ISBN: 9781119497639
13th Edition
Authors: V. Kumar, Robert P. Leone, David A. Aaker, George S. Day
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