List Testing Exercise: Budget Constraint

5 Pages Posted: 16 Jun 2009

See all articles by Phillip E. Pfeifer

Phillip E. Pfeifer

University of Virginia - Darden School of Business


This exercise simulates routine list-testing decisions made by direct marketers. It presents students with 10 lists of 50,000 names each and a budget allowing them to mail to only half the available names. To discourage complicated sequential testing plans, the students are required to write out their instructions for dealing with the 500,000 names. Actual response rates for the 10 lists are available to the instructor for use in evaluating the students' plans.

Keywords: direct marketing, sampling

Suggested Citation

Pfeifer, Phillip E., List Testing Exercise: Budget Constraint. Darden Case No. UVA-M-0597, Available at SSRN:

Phillip E. Pfeifer (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-4803 (Phone)


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