Paper #1197

Título:

Implementing TURF analysis through binary linear programming

Autor:

Daniel Serra

Fecha:

Febrero 2010

Resumen:

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.

Palabras clave:

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

Códigos JEL:

JEL: C61, M31

Área de investigación:

Dirección de Empresa y Estudios de las Organizaciones / Gestión de la Producción y de las Operaciones

Publicado en:

Food Quality and Preferences, Forthcoming

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