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...

This paper considers methods of estimation of choice probability using Maximum Difference (MaxDiff) technique, also known as Best-Worst Scaling (BWS). The paper shows that on the aggregate level the choice probabilities can be obtained using analytical closed-form solution and other approaches...

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...

Best-Worst Scaling (BWS) modeling is widely used for finding probabilities of choice among multiple items. The paper considers how to apply BWS data to another problem – of finding the items׳ cannibalization and synergy. For a product of primary interest, we estimate its probability to be...

In contrast to the common belief that the logit model has no analytical presentation, it is possible to find such a solution in the case of categorical predictors. This paper shows that a binary logistic regression by categorical explanatory variables can be constructed in a closed-form...