TURF analysis, an
acronym
An acronym is a word or name formed from the initial components of a longer name or phrase. Acronyms are usually formed from the initial letters of words, as in ''NATO'' (''North Atlantic Treaty Organization''), but sometimes use syllables, as ...
for "total unduplicated reach and frequency", is a type of
statistical
Statistics (from German: ''Statistik'', "description of a state, a country") is the discipline that concerns the collection, organization, analysis, interpretation, and presentation of data. In applying statistics to a scientific, industria ...
analysis used for providing estimates of media or market potential and devising optimal communication and placement strategies given limited resources. TURF analysis identifies the number of users reached by a communication, and how often they are reached.
Although originally used by media schedulers to maximize reach and frequency of media spending across different items (print, broadcast, etc.), TURF is also now used to provide estimates of market potential. For example, if a company plans to market a new yogurt, they may consider launching ten possible flavors, but in reality, only three might be purchased in large quantities. The TURF algorithm identifies the optimal product line to maximize the total number of consumers who will purchase at least one
SKU
In inventory management, a stock keeping unit (abbreviated as SKU and pronounced or ) is the unit of measure in which the stocks of a material are managed. Or to put it another way; is a distinct type of item for sale, purchased, or tracked in ...
. Typically, when TURF is undertaken for optimizing a product range, the analysis only looks at the reach of the product range (ignoring the frequency component of TURF).
In order to obtain data on the items being evaluated, ratings/choices may be obtained via quantitative marketing research (such as a
survey
Survey may refer to:
Statistics and human research
* Statistical survey, a method for collecting quantitative information about items in a population
* Survey (human research), including opinion polls
Spatial measurement
* Surveying, the techniq ...
).
"dailyscrawl", market research tools, November 19, 2019
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External links
Retrieved 23 January 2007.
TURF Analysis in Market Research – an exampleTURF Analysis in Sensory Evaluation – an exampleTURF Basics and Examples, by Displayr
Quantitative marketing research
References
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