Design of Experiments: An Introduction Based on Linear Models (Chapman & Hall/CRC Texts in Statistical Science)

A distinctive feature of this excellent book is that it actually focuses on how to design an experiment. ... In all, an original and very useful book for students and instructors.
―Stat Papers (2014) 55:1225–1226

the author has succeeded in striking a balance between the choice of topics and depth in discussion for teaching a course. The book is written with a refreshing style and succeeds in conveying the concepts to a reader. The treatment of the subject matter is thorough and the theory is clearly illustrated along with worked examples. Other books are available on similar topics but this book has the advantage that the chapters start with the classical non-matrix-theory approach to introduce the linear model and then converts it into a matrix theory-based linear model. This helps a reader, particularly a beginner, in clearly understanding the transition from a non-matrix approach to a matrix approach and to apply the results of matrix theory over linear models further.
―Shalabh, Journal of the Royal Statistical Society, Series A, 2012

Overall, this is a book that is easy to like, with good definitions of designs, few typographical errors, and consistent, straightforward explications of the models ... I can picture a lot of students using a text aimed at a broad market design course but who need to understand more about what is going on behind the curtain. Morris’ text also fills that gap very well.
―Gary W. Oehlert, Biometrics, May 2012

It is truly my pleasure to read this book ... after reading this book, I benefitted by gaining insights into the modeling aspect of experimental design, and consequentially it helps me appreciate the idea of statistical efficiency behind each design and understand the tools used in data analysis. ... an excellent reference book that I would recommend to anyone who is serious about learning the nuts and bolts of experimental design and data analysis techniques.
―Rong Pan, Journal of Quality Technology, Vol. 43, No. 3, July 2011