| Superb Trucks LP: How to Conduct a Field Experiment |
| 作者姓名：Mansur Khamitov; Jodie Whelan; Matthew Thomson; |
| 商品類型：Case (Gen Exp) | 商品編號：9B15A025 |
| 出版日期：2015/05/29 | 內容長度：8 頁 |
In August 2013, the research director of Superb Trucks LP, a large Ontario-based trucking transportation company, is expected to prepare a recommendation to top management on how to improve the efficiency of the company’s trucks. He had made a decision that an innovative fuel additive might serve this purpose and subsequently conducted two studies to assess its effectiveness. What considerations should be made when designing such a field experiment? .....more
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| Brand Equity Spreadsheet A |
| 作者姓名：Chris A. Higgins; Jodie Whelan |
| 商品類型：Supplement | 商品編號：7B10E023A |
| 出版日期：2011/03/02 | 內容長度：152 頁 |
Spreadsheet for product 9B10E023.
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| Brand Equity Spreadsheet B |
| 作者姓名：Chris A. Higgins; Jodie Whelan |
| 商品類型：Supplement | 商品編號：7B10E023B |
| 出版日期：2011/02/02 | 內容長度：145 頁 |
Spreadsheet for product 9B10E023.
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| Brand Equity - Teaching Note |
| 作者姓名：Chris A. Higgins; Jodie Whelan |
| 商品類型：Note | 商品編號：8B10E023 |
| 出版日期：2011/01/02 | 內容長度：10 頁 |
Teaching note for product 9B10E023.
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| Brand Equity |
| 作者姓名：Chris A. Higgins; Jodie Whelan |
| 商品類型：Case (Pub Mat) | 商品編號：9B10E023 |
| 出版日期：2011/01/02 | 內容長度：3 頁 |
A market research company has collected a large dataset on brand equity for the fast food and travel sectors. It has come up with a way of measuring brand equity. Various statistical techniques are used to assess the concept of brand equity. These include descriptive statistics, crosstabs, ANOVA, and MANOVA.
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