The Doe application, Taguchi Methods in Marketing

• Autorzy: Pavel Blecharz , Hana Štverková

Warianty tytułu

Zastosowanie, metody taguchi w marketingu

• Języki publikacji: EN

Abstrakty

EN

The paper has been focused on applying of the DOE method to the marketing study of a customer preference. Using the DOE method enables to perform also the studies that would not be practicable due to a big amount of testing required. This study showed how to save a lot of time and marketing costs. The research had also shown that using the DOE method, it is relatively easy and quick to find the consumer preferences, and allows for increase the interest in the purchasing the product.(original abstract)

Artykuł koncentruje się na zastosowaniu metody DOE w badaniu marketingowym preferencji klienta. Stosowanie metody DOE umożliwia wykonywanie badań i uzyskanie wyniku, który w innych przypadkach nie mógłby zostać osiągnięty ze względu na zbyt dużą liczbę wymaganych badań. Pokazało to, jak zaoszczędzić wiele czasu i kosztów marketingu. Wykazało to również, że za pomocą metody DOE stosunkowo łatwo i szybko można znaleźć preferencje konsumentów i zwiększenie zainteresowania zakupem produktu. (abstrakt oryginalny)

Słowa kluczowe

EN

Customer; Marketing; Marketing research; Consumer preferences

PL

Klient; Marketing; Badania marketingowe; Preferencje konsumenta

• Czasopismo: Zarządzanie. Teoria i Praktyka / Wyższa Szkoła Menedżerska w Warszawie
• Rocznik: 2018
• Numer: nr 3 (25)
• Strony: 3--8

Twórcy

autor

Pavel Blecharz

• Technical University of Ostrava, Czech Republic

autor

Hana Štverková

• Technical University of Ostrava, Czech Republic

Bibliografia

• Blecharz P. (2005), ZákladyMetody DOE (Taguchihopřístup). Ostrava: Repronis.
• Blecharz P. and Roy R. (2015). A Study of Welding Process Using the Taguchi Experimental Design Technique. International, "Journal of Engineering Research" 3, nr 12, <http://aarf.asia/gejer2.php?p=Volume3,Issue12,December2015>, 30.11.2017.
• Blecharz P., Antony J., Fergusson C., Somasundarum V. (2004). Applications of Taguchi Approach to Statistical Design of Experiments in Czech Republican Industries, "International Journal of Productivity and Performance Management", 53, no 5 and 6, pp. 447-457.
• Blecharz P., Štverková H. (2016). Customers' Evaluation of Coca Cola and Pepsi Cola, 2016 2ndInternational conference on education and management science (ICEMS 2016), pp. 219-221, Beijing: DEStechPublicat.
• Fowlkes W.Y., Creweling M.C. (1995), Engineering methods for Robust Product Design. Using Taguchi Methods in Technology and product development. Reading: Addison-Wesley.
• Gamage P., Jayamaha N. P., Grigg N.P. (2017), Acceptance of Taguchi's Quality Philosophy and Practice by Lean practitioners in apparel manufacturing, "Total Quality Management & Business Excellence" ,28, no 11-12, pp. 1322-1338.
• Goren H.G. (2018), A decision framework for sustainable supplier selection and order allocation with lost sales, "Journal of Cleaner Production", 183, pp. 1156-1169.
• Harsono S., Widyantoo H., Prawitowati T., Rahmar B. (2017). The development of service quality model as a criterion in selecting the banks in Indoensia. "Polish Journal of Management Studies", 15, no. 2, pp. 82-92.
• Krause J. (2016). Evaluation of the impact of innovative activites on productivity - example from the Czech Republic, "Polish Journal of Management Studies", 13, no. 2, pp. 101-109.
• Omniture. (2017), Use Of The Taguchi DOE In Online Marketing, <http://www.omniture.com/it/resources/articles/testing/ use_of_the_taguchi_doe_in_onli>,1.5.2017.
• Peace G.S. (1993), Taguchi Methods. A Hands-On-Approach. Reading: Addison-Wesley.
• Perez C.R., Garcia V.G., Sanches R.A., Martinez V.R. (2017), Quality management and customer satisfaction in a tourist destination, a structural equation analysis, "Polish Journal of Management Studies", 16, no 1, pp. 175-186.
• Pokorný J., Gondek H. (2016), Comparison of theoretical method of the gas flow in corridors with experimental measurement in real scale, "Acta Montanistica Slovaca", 21, no. 2, pp. 146-153.
• Ross P.J. (1989), Taguchi Techniques for Quality Engineering. Singapore: McGraw Hill Book Company.
• Roy R.K. (1990), A Primer of the Taguchi method. Dearborn: SME.
• Roy R.K. (2001), Design of Experiments Using the Taguchi Approach. New York: John Wiley&Sons.
• Roy, R.K. Qualitek-4. Software for automatic design and analysis of Taguchi experiments. Detroit: Nutek.
• Taguchi G. (1987), System of Experimental Design. Dearborn: American Supplier Institute.
• Taguchi G., Konishi S. (1987), Orthogonal Arrays and Linear Graphs. Allen Park: American Supplier Institute.