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Food Marketing
Cian, Luca; Gibson, Madeline; Boichuk, JeffTechnical Note DARDEN-M-0966-EMarketingLiterature in food marketing provides many examples of implicit associations and tensions of which marketers should be aware. For example, a brand that positions its product as healthy and tasty may struggle to gain traction in the market because consumers tend to associate good-tasting food with low health value, and therefore assume healthy food tastes bad. Often, consumers make purchases based on heuristics and perceptions. This note provides ...Starting at €8.20
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Introduction to Optimization Models
Carraway, Robert L.Technical Note DARDEN-QA-0682-EDecision AnalysisWe refer to a model that uses mathematical programming to find an optimal quantity as an optimization model. Thus, an optimization model differs from an evaluation model in that it goes beyond simply evaluating the consequences of proposed alternatives: It actually identifies the “optimal” alternative. How does an optimization model accomplish this impressive task? In this age of readily available computing power and ever more user-friendly softw...Starting at €8.20
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Analyzing Uncertainty: Probability Distributions and Simulation
Carraway, Robert L.Technical Note DARDEN-QA-0660-EDecision AnalysisThis note introduces simulation as a tool to analyze uncertainty in business decisions. It first observes the limitations of single point or simple range estimates of key uncertainties, thereby motivating the need to create a risk profile for any alternative that characterizes the full range of possible outcomes and their relative likelihoods. A simple example involving both a discrete and a continuous (triangle) distribution is used. The note is...Starting at €8.20
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The Mathematics of Optimization
Carraway, Robert L.Technical Note DARDEN-QA-0683-EDecision AnalysisIn “Introduction to Optimization Models” (UVA-QA-0682), we explored the basics of using optimization models, or mathematical programming. In this technical note, we turn our attention to the mathematics underlying optimization. While not essential, a deeper understanding of the math can help you become a significantly more effective and efficient user of optimization models. It is well worth the investment if you anticipate using optimization on ...Starting at €8.20
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Introduction to Analytical Probability Distributions
Carraway, Robert L.; Jenkins, RobertTechnical Note DARDEN-QA-0690-EDecision AnalysisThis technical note provides a mostly nontechnical introduction to analytical probability distributions. The distributions covered are: uniform, triangular, normal, Poisson, exponential, lognormal, and binomial.Starting at €8.20
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To Understand Consumer Behavior, Think Like a Marketplace Scientist
Anik, Lalin; Hauser, Ryan; Gibson, MadelineTechnical Note DARDEN-M-0950-EMarketingThis technical note outlines the process of proper experimentation in the world of business. This reading begins by describing why organizational experimentation is important and then defines a true experiment, highlighting the differences between testing and management by intuition. It then goes on to explain when it is appropriate to use experiments, outlines several different types of experiments, and provides their strengths and weaknesses. N...Starting at €8.20