These cases and companion simulation describe the common direct-mail practice of testing a random sample of names from a rented list to decide whether to rent (and roll out) the entire list. Students must decide how many names to test and how many rounds of testing to conduct before making the rollout decision. The cases are designed to support a class exercise in which teams of students conduct simulated tests and rollouts. In the case titled, List Testing Exercise: Economic Selection (UVA-M-0653), economic parameters are provided such that each team receives a dollar profit for the exercise. Contact Darden Business Publishing for a demonstration and further details.
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