APLICAÇÃO DA FERRAMENTA PLANEJAMENTO DE EXPERIMENTOS NO MARKETING DE RELACIONAMENTO: UM ESTUDO NO VAREJO

Abstract

In this study, we have used Design of Experiment in order to confirm its important contribution in decision-making, regards specific small markets. In order to achieve this objective, it was analyzed the impact of social-economic coefficients under the quality of service offered by small business, such as supermarkets. For this study it was selected small supermarkets in three cities at Vale do Paraíba Paulista. Data was collected by a survey, using specific questions and after that data was analyzed by statistical methodology and design of experiment using experimental method and statistical inference fractional factorial experimental model, matrix Plackett-Burman N=20. Based on city A, the results have shown that factors such as age of the client and client address was significantly important for small supermarkets, while on city B and city C, the most important factors were respectively, if the client has a job and if the client has a car. We can conclude that Desigin of Expiriment can be properly applied in small business such as small supermarkets, in order to help managers to take decision with high degree of reliability.