Abstract:

 

In this webinar we will discuss how it’s now possible to gain insight into a wide variety of large portfolio optimization problems in marketing science using a combination of internet-based research and a branch of discrete mathematics called linear programming. We will start with an overview of both the history of and the theory behind linear programming before applying the method to a series of applications based on real-world examples. In particular, we will revisit a sparkling fruit-juice beverage example from an earlier webinar on graph theory, and explain why linear programming allows us to go even farther with our analysis of the same data. In addition, we will discuss how linear programming helps us to address well-known limitations of TURF-type problems while providing additional flexibility to the analysis. By attending this webinar, participants will become familiar with the power of this new tool for marketing, sensory, and consumer science.

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This webinar is intended for a general audience of sensory professionals and graduate students. No detailed technical knowledge is assumed.

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A digital recording of this webinar is available for purchase ($289).