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Implementing TURF analysis through binary linear programming
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DOI：10.1016/j.foodqual.2012.10.001.png)
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Abstract
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This paper introduces the approach of using Total Unduplicated Reach and Frequency (TURF) analysis 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. (C) 2012 Elsevier Ltd. All rights reserved.
Keywords:
Total Unduplicated Reach and Frequency
Market research
Competitive algorithm
Product optimization
Large datasets
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