MAP20110017262 Anderson, Eric T. A Step-by-Step guide to smart business experiments / Eric T. Anderson, Duncan Simester Sumario: Every company can profit from testing customer's reactions to changes. Here's now how to get started En: Harvard business review. - Boston : Impact Media Comercial S.A., 1988-. - 01/03/2011 Tomo 89 Número 3 - 2011 I. Simester, Duncan .