search query: @author Kohli, R. / total: 11
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| Author: | Kohli, R. Krishnamurti, R. |
| Title: | Optimal product design using conjoint analysis: Computational complexity and algorithms. |
| Journal: | European Journal of Operational Research
1989 : MAY 25, VOL. 40:2, p. 186-195 |
| Index terms: | HEURISTIC METHODS PRODUCT DESIGN CONJOINT ANALYSIS OPTIMIZATION |
| Language: | eng |
| Abstract: | The problem of maximizing the share of a new product introduced in a competitive market is shown. A directed graph representation of the problem is used to construct shortest-path and dynamic-programming heuristics. Both heuristics are shown to have arbitrary-bad worst-case bounds. Computational experience with real-sized problems is reported. Both heuristics identify near-optimal solutions for the simulated problems, the dynamic programming heuristic performing better than the shortest-path heuristic. The formulation presented assumes deterministic consumer choices. Alternative formulations in which preferences are related in a probabilistic manner to utilities of choice set items may be investigated. |
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