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Implementing TURF analysis through binary linear programming

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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.

Suggested Citation

  • Daniel Serra, 2010. "Implementing TURF analysis through binary linear programming," Economics Working Papers 1197, Department of Economics and Business, Universitat Pompeu Fabra, revised Nov 2012.
  • Handle: RePEc:upf:upfgen:1197
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    References listed on IDEAS

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    Cited by:

    1. Vesna Tornjanski & Sanja Marinkovic & Željka Jancic, 2017. "Towards Sustainability: Effective Operations Strategies, Quality Management and Operational Excellence in Banking," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 19(44), pages 1-79, February.

    More about this item

    Keywords

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

    JEL classification:

    • C61 - Mathematical and Quantitative Methods - - Mathematical Methods; Programming Models; Mathematical and Simulation Modeling - - - Optimization Techniques; Programming Models; Dynamic Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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