EXAMPLE 15.2 Experimental Design 2: Best Magazine Layout and Cover

Suppose we use a two-way approach for the magazine design problem. There are two factors, layout and cover. Because layout has three levels and cover has four levels, this is a design. This gives a total of 12 possible combinations of layout and cover. With a total of 60 stores, we could assign each combination of layout and cover to five stores. The number of magazines sold during a one-week period is the outcome variable.