MARKETING DECISION ANALYSIS BY TURF AND SHAPLEY VALUE

W. Michael Conklin () and Stan Lipovetsky ()
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W. Michael Conklin: GfK Custom Research Inc., 8401 Golden Valley Road, Minneapolis, MN 55427, USA
Stan Lipovetsky: GfK Custom Research Inc., 8401 Golden Valley Road, Minneapolis, MN 55427, USA

International Journal of Information Technology & Decision Making (IJITDM), 2005, vol. 04, issue 01, 5-19

Abstract: We consider a problem of marketing decisions for the choice of a product with maximum customer appeal. A widely used technique for this purpose is TURF, or Total Unduplicated Reach and Frequency, which evaluates a union of the events defined by the sample proportion of many products, or flavors of one product. However, when using TURF, it is often impossible to distinguish between subsets of different flavor combinations with practically the same level of coverage. An appropriate tool can be borrowed from cooperative game theory, namely, the Shapley Value, that permits the ordering of flavors by their strength in achieving maximum consumers' reach and provides more stable results than TURF. We describe marketing strategy reasons for using these techniques in the identification of the preferred combinations in media or product mix.

Keywords: Product lines; TURF; cooperative games; Shapley Value; marketing research (search for similar items in EconPapers)
Date: 2005
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Citations: View citations in EconPapers (4)

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DOI: 10.1142/S0219622005001374

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