Unequal Cell Sizes in Marketing Experiments: Use of the General Linear Hypothesis
Open Access
- 1 August 1975
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 12 (3) , 333-342
- https://doi.org/10.1177/002224377501200310
Abstract
The analysis of marketing data is frequently complicated by factorial designs with unequal cell sizes. This article discusses the marketing research advantages and problems of the General Linear Hypothesis approach to such analysis and illustrates the General Linear Hypothesis in the context of a new product experiment.Keywords
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