Ever feel like research is missing the big picture? A lot of experimental studies only scratch the surface, tackling a few variables at a time because of limited resources. Enter the Taguchi approach—a smart, efficient way to dig deeper and test many factors at once. Gatton faculty members Jordan Moffett and Dan Sheehan recently had their paper, "The Taguchi approach to large-scale experimental designs: A powerful and efficient tool for advancing marketing theory and practice" published in the Journal of the Academy of Marketing Science.
