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A fuzzy set preference model for market share analysis

Consumer preference models are widely used in new product design, marketing management, pricing, and market segmentation. The success of new products depends on accurate market share prediction and design decisions based on consumer preferences. The vague linguistic nature of consumer preferences and product attributes, combined with the substantial differences between individuals, creates a formidable challenge to marketing models. The most widely used methodology is conjoint analysis. Conjoint models, as currently implemented, represent linguistic preferences as ratio or interval-scaled numbers, use only numeric product attributes, and require aggregation of individuals for estimation purposes. It is not surprising that these models are costly to implement, are inflexible, and have a predictive validity that is not substantially better than chance. This affects the accuracy of market share estimates. A fuzzy set preference model can easily represent linguistic variables either in consumer preferences or product attributes with minimal measurement requirements (ordinal scales), while still estimating overall preferences suitable for market share prediction. This approach results in flexible individual-level conjoint models which can provide more accurate market share estimates from a smaller number of more meaningful consumer ratings. Fuzzy sets can be incorporated within existing preference model structures, such as a linear combination, using the techniques developed for conjoint analysis and market share estimation. The purpose of this article is to develop and fully test a fuzzy set preference model which can represent linguistic variables in individual-level models implemented in parallel with existing conjoint models. The potential improvements in market share prediction and predictive validity can substantially improve management decisions about what to make (product design), for whom to make it (market segmentation), and how much to make (market share prediction).

Turksen, I. B.

Adapting Analysis Tools to Engine Externals Analysis

Market forces are driving industry to reproduce product cycle time (the time required to conceive, design, build, test, validate and deliver a product). Application of existing tools in new areas can reduce the time required to design a new product and increase the confidence of acceptable test results later in the expensive testing and validation phase. Finite element methods, computational fluid dynamics codes and sharing of CAD datasets when applied to the design of engine externals can provide methods for product improvement and expedited delivery to the customer.

Dunkelberg, Ken

Using Global Market Demand Analysis to Guide Conceptual Design of Low-Boom Supersonic Transports

This paper uses a mathematical framework to identify the interdependencies of key variables in supersonic transportation demand analysis. The existing quantitative models for supersonic transportation demand analysis are compared for consistency in modeling the interdependencies. Unlike other quantitative models, the Low-Boom Systems Analysis Model (LBSAM2) can propagate important design characteristics of a supersonic transport aircraft concept to the level of economic metrics (such as the number of future supersonic passengers), with a consistent coupling of the market demand analysis, detailed mission analysis, and low-boom constraint. This allows the use of the detailed demand analysis results from LBSAM2 to maximize the economic viability of a supersonic transport aircraft by finding favorable system-level trades between weight, range, fuel burn, and assumed sonic boom ground noise limit for supersonic overland flight. In this paper, LBSAM2 is integrated with conceptual low-boom design to improve the economic viability of low-boom supersonic transport aircraft. A brief discussion of uncertainties in the LBSAM2 analysis is also included, focusing on their impacts on the relative economic advantages between low-boom concepts.

Equilibrium state of supersonic market

Using Global Market Demand Analysis to Guide Conceptual Design of Low-Boom Supersonic Transports

This paper uses a mathematical framework to identify the interdependencies of key variables in supersonic transportation demand analysis. The existing quantitative models for supersonic transportation demand analysis are compared for consistency in modeling the interdependencies. Unlike other quantitative models, the Low-Boom Systems Analysis Model (LBSAM2) can propagate important design characteristics of a supersonic transport aircraft concept to the level of economic metrics (such as the number of future supersonic passengers), with a consistent coupling of the market demand analysis, detailed mission analysis, and low-boom constraint. This allows the use of the detailed demand analysis results from LBSAM2 to maximize the economic viability of a supersonic transport aircraft by finding favorable system-level trades between weight, range, fuel burn, and assumed sonic boom ground noise limit for supersonic overland flight. In this paper, LBSAM2 is integrated with conceptual low-boom design to improve the economic viability of low-boom supersonic transport aircraft. A brief discussion of uncertainties in the LBSAM2 analysis is also included, focusing on their impacts on the relative economic advantages between low-boom concepts.

Consistent coupling of disciplinary analyses

Building application of solar energy. Study no. 2: Representative buildings for solar energy performance analysis and market penetration

The following topics are discussed: (1) Assignment of population to microclimatic zones; (2) specifications of the mix of buildings in the SCE territory; (3) specification of four typical buildings for thermal analysis and market penetration studies; (4) identification of the materials and energy conserving characteristics of these typical buildings; (5) specifications of the HVAC functions used in each typical building, and determination of the HVAC systems used in each building; and (6) identification of the type of fuel used in each building.

Hirshberg, A. S.

Hybrid Electric Turboprop Commercial Freighter (HETCOF) Market Study

The dedicated air cargo and freight market has the potential to be a critical early pathway for emerging technologies in low to zero emission propulsion. This study analyzes the cargo aviation market to understand current market trends and future market viability of a mid-sized all-electric or hybrid-electric concept aircraft. While cargo aviation’s overall emissions footprint is small relative to commercial passenger aviation, it remains an important and challenging transportation sector to decarbonize. Past research has focused on small, less than 19-seat electrified aircraft propulsion concepts that could serve both passenger and air cargo markets. This study extends the electrified market space into larger aircraft classes, considering if a purpose-built large hybrid electric turboprop freighter can compete in the market currently served primarily by conversion narrowbody freighters. Specifically, this paper focuses on the mid-sized cargo market with payload ranges of 40,000-50,000lbs, and an all-electric range potential up to 750 miles. The concept aircraft is based on a 4-engine turboprop configuration, with wing mounted battery packs and an aft cargo door to allow for standardized palletization. The market analysis indicates broad market coverage with 73% of the existing mid-sized cargo network within the range of 750 miles. A breakeven analysis of operating and capital costs shows potential for market competition; however, this would require additional energy and acquisition cost savings from the concept aircraft. Evidence from the breakeven analysis also points to higher rates of aircraft utilization being a critical path to lowering costs and increasing cost effectiveness.

Hybrid Electric

Confidence in Airline Performance in Difficult Market Conditions: An Analysis of JetBlue's Financial Market Results

This paper examines the stock market s reaction to JetBlue s Initial Public Offering (1PO) and subsequent price movements of the stock. In particular, w e examine whether the euphoria surrounding JetBlue s IPO carried over to other firms in the sector by testing whether the shares of JetBlue s competitors showed a significant price reaction to JetBlue s IPO. JetBlue's IPO took place just a few months following September 11, 2001. These events resulted in dramatic changes in the airline industry and had significant implications on the economic gains of airlines. We examine JetBlue s accounting and stock performance and compare it to the relative performance of Southwest Airlines (SWA), a representative of the loa-cost carrier group. In addition, we compare both JetBlue's and SWA's financial condition and the relative performance of their stock to two mainline U S. carriers, Continental and Northwest. representatives of the conventional-cost carrier group. We analyze whether there are any performance differences among the low-cost carriers and between low-cost carriers and conventional-cost carriers. In particular, we examine whether low-cost carriers were able to sustain the economic impacts of 9/11 better than the conventional-cost carriers.

Flouris, Triant

Geographic Information Systems and Web Page Development

The Facilities Engineering and Architectural Branch is responsible for the design and maintenance of buildings, laboratories, and civil structures. In order to improve efficiency and quality, the FEAB has dedicated itself to establishing a data infrastructure based on Geographic Information Systems, GIS. The value of GIS was explained in an article dating back to 1980 entitled "Need for a Multipurpose Cadastre" which stated, "There is a critical need for a better land-information system in the United States to improve land-conveyance procedures, furnish a basis for equitable taxation, and provide much-needed information for resource management and environmental planning." Scientists and engineers both point to GIS as the solution. What is GIS? According to most text books, Geographic Information Systems is a class of software that stores, manages, and analyzes mapable features on, above, or below the surface of the earth. GIS software is basically database management software to the management of spatial data and information. Simply put, Geographic Information Systems manage, analyze, chart, graph, and map spatial information. GIS can be broken down into two main categories, urban GIS and natural resource GIS. Further still, natural resource GIS can be broken down into six sub-categories, agriculture, forestry, wildlife, catchment management, archaeology, and geology/mining. Agriculture GIS has several applications, such as agricultural capability analysis, land conservation, market analysis, or whole farming planning. Forestry GIs can be used for timber assessment and management, harvest scheduling and planning, environmental impact assessment, and pest management. GIS when used in wildlife applications enables the user to assess and manage habitats, identify and track endangered and rare species, and monitor impact assessment.

Reynolds, Justin

Techno-Economic Analysis and Market Potential of Geological Thermal Energy Storage (GeoTES) Charged With Solar Thermal and Heat Pumps

In this project, we developed a techno-economic analysis (TEA) model that can be used to evaluate the viability of a proposed Geological Thermal Energy Storage (GeoTES) design. This MATLAB-based model integrates distinct subsystem models for the reservoir, wells, power cycle, and solar field to capture their distinct characteristics. It applies this approach in simulating GeoTES storage and dispatch operations for durations ranging from hourly to seasonal. Using cases studies based on GeoTES designs provided by industry partners - Premier Resource Management (PRM) and EarthBridge Energy - we validated the TEA model estimations of system performance and costs (such as thermal and electrical power/energy inflow and outflow, capital costs, and levelized costs of energy and storage) for both concentrating solar thermal (CST) and Carnot Battery (CB) pairings with GeoTES (CST-GeoTES and CB-GeoTES). For the CST-GeoTES case, the model was validated against the proposed system designed by PRM. It showed good agreement with PRM's estimations when well and pump costs derived from PRM's estimations were used. When GETEM-based costs were used, there was a slight overprediction due to GETEM's project/site agnostic assumption of these costs. From a sensitivity analysis perspective, the levelized cost of electricity (LCOE) of the CST-GeoTES case was most sensitive to well flow rate and the charging temperature. An optimal design scenario resulted in an LCOE of 0.11 $\$$/kWhe. CST-GeoTES can also provide a source of heat to meet seasonal demands. With 12-hour and 24-hour levelized cost of heat (LCOH) of 0.018 $\$$/kWhth and 0.022 $\$$/kWhth, respectively, CST-GeoTES could be competitive in the California market with an average industrial price of natural gas in California between 0.041-0.047 $\$$/kWhth. The levelized cost of storage (LCOS) for CST-GeoTES depends on the energy storage duration. Although the LCOS is relatively higher for shorter durations (e.g., ~0.50 $\$$/kWhe for 1 hour of storage), it is an order of magnitude lower (0.06 $\$$/kWhe) for longer storage durations and competitive with lithium-ion batteries (beyond 12 hours of storage) and molten-salt thermal energy storage (beyond 32 hours). Energy. Three options were explored and applied to the EarthBridge case study: (1) A Carnot Battery design using R125 working fluid with both hot and cold storage; (2) A Carnot Battery design using R125 working fluid with only hot storage; (3) A Carnot Battery using a commercially available heat pump with carbon dioxide (CO2) working fluid and hot storage only. The CB-GeoTES with cold storage only had a slight (round-trip) efficiency advantage over the system without (43.4% vs. 42.8%). This is because the cold storage is limited by the freezing point of water, so the cold storage is not much colder than the environment. The system using commercially available technologies was the least efficient - partly because different cycles were used in the heat pump (CO2) and heat engine (binary cycle) which leads to some inefficiencies. Using the commercially available design, the levelized cost of energy (LCOS) from the model (0.10 $\$$/kWhe) was higher than that estimated by EarthBridge (0.068 $\$$/kWhe). This is because of the low round-trip (38.7%) efficiency of the commercially available design. Sensitivity analysis reveals that the model is most sensitive to electricity price. Including electricity price in the TEA for CB-GeoTES leads to an increase in LCOS from the base value to 0.25 $\$$/kWhe. To determine storage sites suitable for GeoTES, we gathered and analyzed geological, petrophysical, and geophysical data of oil and gas reservoir and aquifers in California and Texas. We down-selected possible sites based on cut-off values for site characteristics (e.g., reservoir temperature, formation thickness, permeability, porosity, depth, and brine salinity) and preliminary costs. Using this approach, the Carrizo-Wilcox, Yegua-Jackson, and Dockum brackish aquifers in Texas were identified as having the highest suitability. Similarly, in the central California region, the White Wolf, Belridge South Tulare, and Belridge South Reef Ridge were the most suitable. Going further, we assessed the storage potential in the selected sites. To do this we developed distributions of reservoir characteristic data and applied a Monte Carlo-based analysis to account for intrinsic uncertainty in the acquired data. The analysis revealed that the Carrizo-Wilcox aquifer had the highest storage potential with a mean capacity of 554 TWhth (i.e., 63 TWhe). The estimated capacity serves as an upper limit of storage potential given that not all fields in the basin will be developed. We participated in multiple outreach activities including conference presentations, panel session discussions, and the facilitation of a GeoTES workshop at the NREL Golden campus.

15 GEOTHERMAL ENERGY

Assessing the Impact of Operational Constraints on the Near-Term Unmanned Aircraft System Traffic Management Supported Market

An economic impact market analysis was conducted for 16 leading sectors of commercial Unmanned Aerial System (UAS) applications predicted to be enabled by 2020 through the NASA UAS Traffic Management (UTM) program. Subject matter experts from seven industries were interviewed to validate concept of operations (ConOps) and market adoption assumptions for each sector. The market analysis was used to estimate direct economic impacts for each sector including serviceable addressable market, capital investment, revenue recovery potential, and operations cost savings. The resultant economic picture distinguishes the agricultural, pipeline and railroad inspection, construction, and maritime sectors of the nascent commercial UAS industry as providing the highest potential economic value in the United States. Sensitivity studies characterized the variability of select UAS sectors economic value to key regulatory or UTM ConOps requirements such as weight, altitude, and flight over populated area constraints. Takeaways from the analysis inform the validation of UTM requirements, technologies and timetables from a commercial market need and value viewpoint. This work concluded in August 2015 and reflects the state of the UAS industry and market projections at that time.

Air Traffic Management

Geothermal direct heat use: Market potential/penetration analysis for Federal Region 9

A preliminary study was made of the potential for geothermal direct heat use in Arizona, California, Hawaii, and Nevada (Federal Region 9). An analysis was made of each state to: (1) define the resource, based on the latest available data; (2) assess the potential market growth for geothermal energy; and (3) estimate the market penetration, projected to 2020. Findings of the study include the following: (1) Potentially economical hydrothermal resources exist in all four states of the Region: however, the resource data base is largely incomplete, particularly for low to moderate temperature resources. (2) In terms of beneficial heat, the total hydrothermal resource identified so far for the four states is on the order of 43 Quads, including an estimated 34 Quads of high temperature resources which are suitable for direct as well as electrical applications. (3) In California, Hawaii, and Nevada, the industrial market sector has somewhat greater potential for penetration than the residential/commercial sector. In Arizona, however, the situation is reversed, due to the collocation of two major metropolitan areas (Phoenix and Tucson) with potential geothermal resources.

Powell, W.

Kennedy Space Center Spaceport Analysis

Until the Shuttle Atlantis' final landing on July 21, 2011, Kennedy Space Center (KSC) served as NASA's main spaceport, which is a launch and landing facility for rockets and spacecraft that are attempting to enter orbit. Many of the facilities at KSC were created to assist the Shuttle Program. One of the most important and used facilities is the Shuttle Landing Facility (SLF), This was the main landing area for the return of the shuttle after her mission in space. · However, the SLF has also been used for a number of other projects including straight-line testing by Gibbs Racing, weather data collection by NOAA, and an airfield for the KSC helicopters. This runway is three miles long with control tower at midfield and a fire department located at the end in care of an emergency. This facility, which was part of the great space race, will continue to be used for historical events as Kennedy begins to commercialize its facilities. KSC continues to be an important spaceport to the government, and it will transform into an important spaceport for the commercial industry as well. During my internship at KSC's Center Planning and Development Directorate, I had the opportunity to be a part of the negotiation team working on the agreement for Space Florida to control the Shuttle Landing Facility. This gave me the opportunity to learn about all the changes that are occurring here at Kennedy Space Center. Through various meetings, I discovered the Master Plan and its focus is to transform the existing facilities that were primarily used for the Shuttle Program, to support government operations and commercial flights in the future. This. idea is also in a new strategic business plan and completion of a space industry market analysis. All of these different documentations were brought to my attention and I. saw how they came together in the discussions of transitioning the SLF to a commercial operator, Space Florida. After attending meetings and partaking in discussions for the SLF Agreement, I formed the idea of a Spaceport Analysis as my over internship project. As previously stated, I had the opportunity to sit in on the market analysis meetings and read through the analysis itself. I suggested the creation of a Strengths Weaknesses Opportunities Threats (SWOT) analysis, which allows an individual to see an overview of the company's strengths and weaknesses alongside any industry opportunities and threats. After discussions with the lead writer of the new strategic business plan and getting approval, I took the action upon myself and created the Kennedy Space Center SWOT Analysis.

Wary, Samantha A.

Gaining the Competitive Edge: Design for Manufacturing

The successful design of a commercial aircraft which is intended to be in direct competition with existing aircraft requires a market analysis to establish design requirements, the development of a concept to achieve those goals. and the ability to economically manufacture the aircraft. It is often the case that an engineer designs system components with only the perspective of a particular discipline. The relationship of that component to the entire system is often a minor consideration. In an effort to highlight the interaction that is necessary during the design process, the students were organized into design/build teams and required to integrate aspects of market analysis, engineering design, production and economics into their concepts. In order to facilitate this process a hypothetical "Aeroworld" was established. Having been furnished relevant demographic and economic data for "Aeroworld". students were given the task of designing and building an aircraft for a specific market while achieving an economically competitive design. Involvement of the team in the evolution of the design from market definition to technical development to manufacturing allowed the students to identify critical issues in the design process and to encounter many of the conflicting requirements which arise in an aerospace systems design.

Batill, Stephen M.

Famine Early Warning Systems and Their Use of Satellite Remote Sensing Data

Famine early warning organizations have experience that has much to contribute to efforts to incorporate climate and weather information into economic and political systems. Food security crises are now caused almost exclusively by problems of food access, not absolute food availability, but the role of monitoring agricultural production both locally and globally remains central. The price of food important to the understanding of food security in any region, but it needs to be understood in the context of local production. Thus remote sensing is still at the center of much food security analysis, along with an examination of markets, trade and economic policies during food security analyses. Technology including satellite remote sensing, earth science models, databases of food production and yield, and modem telecommunication systems contributed to improved food production information. Here we present an econometric approach focused on bringing together satellite remote sensing and market analysis into food security assessment in the context of early warning.

Brown, Molly E.

Longitudinal Study of the Market Penetration of Cockpit Weather Information Systems

The purpose of the longitudinal research of the market penetration of cockpit weather information systems (CWIS) is to contribute to the body of knowledge on modeling advanced technology feasibility in aviation by tracking and analyzing the market adoption of CWIS over a three year period. This research takes advantage of a previous study, conducted by Dr. Paul Kauffmann in 2000, which demonstrated an integrated and cost effective approach to evaluate advanced technology feasibility, examining the feasibility of CWIS in five market segments: transport, commuter, general aviation, business, and rotorcraft. The longitudinal research consists of two consecutive studies and produced two reports. The first report was submitted in August 2003 and included general market analysis about the CWIS products in the market at the time, identified their characteristics and examined developing market dynamics.

Stough, Harry Paul, III

Hybrid Electric Turboprop Commercial Freighter Opportunity

As the era of electric and hybrid electric aviation is dawning, we have the opportunity to reduce cost, energy use, and emissions of air transportation. In this paper, the case is made for the potential efficiency benefits that can be gained with hybrid electric propulsion. Initial economic, mission profile, and propulsion system concepts for a large turboprop aircraft we designate as the Hybrid Electric Turboprop Commercial Freighter (HETCOF) are presented. Market analysis shows HETCOF has the potential to serve a large market share, but the cost requirements for a new purpose built are challenging relative to the repurposed narrow body aircraft currently operating in the market. Comparing HETCOF to a genericized large turboprop freighter the payload capacity is reduced by 40% for the TRL 5+ configuration but is equivalent to the baseline for the TRL 1-2 configuration. All HETCOF configurations result in increased efficiency and subsequent block fuel, block energy, and block emissions reductions. An integrated power/thermal/and energy storage system is presented and analyzed using key performance parameters to estimate weights and losses at three technology readiness levels. Analysis shows that for a concept like this to have economic and energy benefits, many TRL 1-2 level technologies would be needed. Relevant ARPA-E programs and NASA technologies being developed to enable the benefit are also described. The most significant result of this paper is that the HETCOF concept can close with reduced fuel burn, energy use, and emissions while retaining some or all of the cargo capability of the baseline aircraft across TRL level assumptions, which enables this platform to be used for near term introduction with increasing benefits as technology matures.

Ralph H Jansen

Mining Marketing Data

MarketMiner(R) Products, a line of automated marketing analysis tools manufactured by MarketMiner, Inc., can benefit organizations that perform significant amounts of direct marketing. MarketMiner received a Small Business Innovation Research (SBIR) contract from NASA's Johnson Space Center to develop the software as a data modeling tool for space mission applications. The technology was then built into the company current products to provide decision support for business and marketing applications. With the tool, users gain valuable information about customers and prospects from existing data in order to increase sales and profitability. MarketMiner(R) is a registered trademark of MarketMiner, Inc.

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