SURF — STRUCTURAL UNDUPLICATED REACH AND FREQUENCY: LATENT CLASS TURF AND SHAPLEY VALUE ANALYSES

Stan Lipovetsky ()
Additional contact information
Stan Lipovetsky: GfK Custom Research North America, 8401 Golden Valley Road, Minneapolis, MN 55427, USA

International Journal of Information Technology & Decision Making (IJITDM), 2008, vol. 07, issue 02, 203-216

Abstract: Lazarsfeld's Latent Structure Analysis (LSA) is applied to problems in marketing involving the choice of products with maximum customer coverage. The LSA is combined with Total Unduplicated Reach and Frequency (TURF) technique, and also with a tool from cooperative game theory, the Shapley Value (SV), also known as the fuzzy Choquet integral. SV is used for ordering the items by their strength in covering the maximum number of consumers, which provides more stable results than TURF. Structural Unduplicated Reach and Frequency (SURF) analysis is introduced as the LSA segmentation of customers with different preferences across the products. The blending of LSA with TURF and SV yields new abilities of the latent structured TURF and SV. The marketing strategy based on using these techniques permits the identification of the preferred combinations in media or product mix for different population segments.

Keywords: Latent structure analysis; TURF; Shapley value (search for similar items in EconPapers)
Date: 2008
References: View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://www.worldscientific.com/doi/abs/10.1142/S0219622008002909
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:ijitdm:v:07:y:2008:i:02:n:s0219622008002909

Ordering information: This journal article can be ordered from

DOI: 10.1142/S0219622008002909

Access Statistics for this article

International Journal of Information Technology & Decision Making (IJITDM) is currently edited by Yong Shi

More articles in International Journal of Information Technology & Decision Making (IJITDM) from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().