Paper #1197

Title:

Implementing TURF analysis through binary linear programming

Author:

Daniel Serra

Date:

February 2010 (Revised: November 2012)

Abstract:

This paper introduces the approach of using Total Unduplicated Reach and Frequency analysis (TURF) to design a product line through a binary linear programming model. This improves the efficiency of the search for the solution to the problem compared to the algorithms that have been used to date. The results obtained through our exact algorithm are presented, and this method shows to be extremely efficient both in obtaining optimal solutions and in computing time for very large instances of the problem at hand. Furthermore, the proposed technique enables the model to be improved in order to overcome the main drawbacks presented by TURF analysis in practice.

Keywords:

Total Unduplicated Reach and Frequency; Market research; Competitive algorithm; Product optimization; Large datasets

JEL codes:

JEL: C61, M31

Area of Research:

Management and Organization Studies / Operations Management

Published in:

Food Quality and Preferences, Forthcoming

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