Implementing TURF analysis through binary linear programming

Daniel Serra ()

Economics Working Papers from Department of Economics and Business, Universitat Pompeu Fabra

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 (search for similar items in EconPapers)
JEL-codes: C61 M31 (search for similar items in EconPapers)
Date: 2010-02, Revised 2012-11
New Economics Papers: this item is included in nep-cmp
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://econ-papers.upf.edu/papers/1197.pdf Whole Paper (application/pdf)

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:upf:upfgen:1197

Access Statistics for this paper

More papers in Economics Working Papers from Department of Economics and Business, Universitat Pompeu Fabra
Bibliographic data for series maintained by ( this e-mail address is bad, please contact ).