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Contents vii
Problems 390
Case Problem: Investment Strategy 398
Appendix: Solving Linear Optimization Models Using Analytic Solver
Platform 399
Summary 469
Glossary 470
Problems 470
Case Problem: Portfolio Optimization with Transaction Costs 477
Appendix: Solving Nonlinear Optimization Problems with Analytic
Solver Platform 480
Professor Fry has published over a dozen research papers in journals such as Op-
erations Research, M&SOM, Transportation Science, Naval Research Logistics, and In-
terfaces. His research interests are in applying quantitative management methods to the
areas of supply chain analytics, sports analytics, and public-policy operations. He has
worked with many different organizations for his research, including Dell, Inc., Copeland
Corporation, Starbucks Coffee Company, the Cincinnati Fire Department, the State of Ohio
Election Commission, the Cincinnati Bengals, and the Cincinnati Zoo. In 2008, he was
named a finalist for the Daniel H. Wagner Prize for Excellence in Operations Research
Practice, and he has been recognized for both his research and teaching excellence at the
University of Cincinnati.
Recognizing that many students and instructors may not have access to Excel 2013
at this time, we also provide instructions for using previous versions of Excel when-
ever possible.
● Use of Analytics Solver Platform and XLMiner: This textbook incorporates the
use of two very powerful Microsoft Excel Add-ins: Analytics Solver Platform and
XLMiner, both created by Frontline Systems. Analytics Solver Platform provides
additional optimization and simulation features for Excel. XLMiner incorporates
sophisticated data mining algorithms into Excel and allows for additional data vi-
sualization and data exploration. In most chapters we place the use of Analytics
Solver Platform and XLMiner in the chapter appendix so that the instructor can
choose whether or not to cover this material. However, because these tools are es-
sential to performing simulation and data mining methods, we integrate XLMiner
throughout Chapter 6 on data mining and we utilize Analytics Solver Platform in
Sections 11.3 and 11.4 for simulation.
● Notes and Comments: At the end of many sections, we provide Notes and Com-
ments to give the student additional insights about the methods presented in that
section. These insights include comments on the limitations of the presented meth-
ods, recommendations for applications, and other matters. Additionally, margin
notes are used throughout the textbook to provide additional insights and tips re-
lated to the specific material being discussed.
● Analytics in Action: Each chapter contains an Analytics in Action article. These
articles present interesting examples of the use of business analytics in practice.
The examples are drawn from many different organizations in a variety of areas
including healthcare, finance, manufacturing, marketing, and others.
● WEBfiles: All data sets used as examples and in student exercises are also provided
online as files available for download by the student. The names of the WEBfiles
are called out in margin notes throughout the textbook.
● Problems and Cases: With the exception of Chapter 1, each chapter contains more
than 20 problems to help the student master the material presented in that chapter.
The problems vary in difficulty and most relate to specific examples of the use of
business analytics in practice. Answers to even-numbered problems are provided
in an online supplement for student access. With the exception of Chapter 1, each
chapter also includes an in-depth case study that connects many of the different
methods introduced in the chapter. The case studies are designed to be more open-
ended than the chapter problems, but enough detail is provided to give the student
some direction in solving the cases.
Acknowledgements
We would like to acknowledge the work of our reviewers, who provided comments and
suggestions for improvement of this text. Thanks to:
We are indebted to our product director Joe Sabatino and our product manager,
Aaron Arnsparger; our marketing director, Natalie King, our marketing manager, Heather
Mooney, and our associate marketing development manager, Roy Rosa; our content de-
veloper, Maggie Kubale; our senior content project manager, Cliff Kallemeyn; our media
developer, Chris Valentine; and others at Cengage Learning for their counsel and support
during the preparation of this text.
Jeffrey D. Camm
James J. Cochran
Michael J. Fry
Jeffrey W. Ohlmann
David R. Anderson
Dennis J. Sweeney
Thomas A. Williams
CHAPTER 1
Introduction
CONTENTS 1.5 BUSINESS ANALYTICS
IN PRACTICE
1.1 DECISION MAKING Financial Analytics
1.2 BUSINESS ANALYTICS Human Resource (HR) Analytics
DEFINED Marketing Analytics
Health Care Analytics
1.3 A CATEGORIZATION OF
Supply Chain Analytics
ANALYTICAL METHODS
Analytics for Government and
AND MODELS
Nonprofits
Descriptive Analytics
Sports Analytics
Predictive Analytics
Web Analytics
Prescriptive Analytics
1.4 BIG DATA
Exploring the Variety of Random
Documents with Different Content
secondary law which takes note of the fact that there was more of
the random element in the world when the signal dropped than
when the lever moved. But the feature of secondary law is that it
ignores strict causation; it concerns itself not with what must happen
but with what is likely to happen. Thus distinction of cause and
effect has no meaning in the closed system of primary laws of
physics; to get at it we have to break into the scheme, introducing
considerations of volition or of probability which are foreign to it.
This is rather analogous to the ten vanishing coefficients of
curvature which could only be recognised if the closed system of the
world were broken into by standards foreign to it.
For convenience I shall call the relation of effect to cause
causation, and the symmetrical relation which does not distinguish
between cause and effect causality. In primary physics causality has
completely replaced causation. Ideally the whole world past and
future is connected into a deterministic scheme by relations of
causality. Up till very recently it was universally held that such a
determinate scheme must exist (possibly subject to suspension by
supernatural agencies outside the scope of physics); we may
therefore call this the “orthodox” view. It was, of course, recognised
that we were only acquainted with part of the structure of this
causal scheme, but it was the settled aim of theoretical physics to
discover the whole.
This replacement in orthodox science of causation by causality is
important in one respect. We must not let causality borrow an
intuitive sanction which really belongs only to causation. We may
think we have an intuition that the same cause cannot have two
alternative effects; but we do not claim any intuition that the same
effect may not spring from two alternative causes. For this reason
the assumption of a rigid determinateness enforced by relations of
causality cannot be said to be insisted on by intuition.
What is the ground for so much ardent faith in the orthodox
hypothesis that physical phenomena rest ultimately on a scheme of
completely deterministic laws? I think there are two reasons—
(1) The principal laws of Nature which have been discovered are
apparently of this deterministic type, and these have furnished the
great triumphs of physical prediction. It is natural to trust to a line of
progress which has served us well in the past. Indeed it is a healthy
attitude to assume that nothing is beyond the scope of scientific
prediction until the limits of prediction actually declare themselves.
(2) The current epistemology of science presupposes a
deterministic scheme of this type. To modify it involves a much
deeper change in our attitude to natural knowledge than the mere
abandonment of an untenable hypothesis.
In explanation of the second point we must recall that knowledge
of the physical world has to be inferred from the nerve-messages
which reach our brains, and the current epistemology assumes that
there exists a determinate scheme of inference (lying before us as
an ideal and gradually being unravelled). But, as has already been
pointed out, the chains of inference are simply the converse of the
chains of physical causality by which distant events are connected to
the nerve-messages. If the scheme of transmission of these
messages through the external world is not deterministic then the
scheme of inference as to their source cannot be deterministic, and
our epistemology has been based on an impossible ideal. In that
case our attitude to the whole scheme of natural knowledge must be
profoundly modified.
These reasons will be considered at length, but it is convenient to
state here our answers to them in equally summary form.
(1) In recent times some of the greatest triumphs of physical
prediction have been furnished by admittedly statistical laws which
do not rest on a basis of causality. Moreover the great laws hitherto
accepted as causal appear on minuter examination to be of
statistical character.
(2) Whether or not there is a causal scheme at the base of
atomic phenomena, modern atomic theory is not now attempting to
find it; and it is making rapid progress because it no longer sets this
up as a practical aim. We are in the position of holding an
epistemological theory of natural knowledge which does not
correspond to actual aim of current scientific investigation.
Interference with Statistical Laws. Has the mind power to set aside
statistical laws which hold in inorganic matter? Unless this is granted
its opportunity of interference seems to be too circumscribed to
bring about the results which are observed to follow from mental
decisions. But the admission involves a genuine physical difference
between inorganic and organic (or, at any rate, conscious) matter. I
would prefer to avoid this hypothesis, but it is necessary to face the
issue squarely. The indeterminacy recognised in modern quantum
theory is only a partial step towards freeing our actions from
deterministic control. To use an analogy—we have admitted an
uncertainty which may take or spare human lives; but we have yet
to find an uncertainty which may upset the expectations of a life-
insurance company. Theoretically the one uncertainty might lead to
the other, as when the fate of millions turned on the murders at
Sarajevo. But the hypothesis that the mind operates through two or
three key-atoms in the brain is too desperate a way of escape for us,
and I reject it for the reasons already stated.
It is one thing to allow the mind to direct an atom between two
courses neither of which would be improbable for an inorganic atom;
it is another thing to allow it to direct a crowd of atoms into a
configuration which the secondary laws of physics would set aside as
“too improbable”. Here the improbability is that a large number of
entities each acting independently should conspire to produce the
result; it is like the improbability of the atoms finding themselves by
chance all in one half of a vessel. We must suppose that in the
physical part of the brain immediately affected by a mental decision
there is some kind of interdependence of behaviour of the atoms
which is not present in inorganic matter.
I do not wish to minimise the seriousness of admitting this
difference between living and dead matter. But I think that the
difficulty has been eased a little, if it has not been removed. To leave
the atom constituted as it was but to interfere with the probability of
its undetermined behaviour, does not seem quite so drastic an
interference with natural law as other modes of mental interference
that have been suggested. (Perhaps that is only because we do not
understand enough about these probabilities to realise the
heinousness of our suggestion.) Unless it belies its name, probability
can be modified in ways which ordinary physical entities would not
admit of. There can be no unique probability attached to any event
or behaviour; we can only speak of “probability in the light of certain
given information”, and the probability alters according to the extent
of the information. It is, I think, one of the most unsatisfactory
features of the new quantum theory in its present stage that it
scarcely seems to recognise this fact, and leaves us to guess at the
basis of information to which its probability theorems are supposed
to refer.
Looking at it from another aspect—if the unity of a man’s
consciousness is not an illusion, there must be some corresponding
unity in the relations of the mind-stuff which is behind the pointer
readings. Applying our measures of relation structure, as in chapter
XI, we shall build matter and fields of force obeying identically the
principal field-laws; the atoms will individually be in no way different
from those which are without this unity in the background. But it
seems plausible that when we consider their collective behaviour we
shall have to take account of the broader unifying trends in the
mind-stuff, and not expect the statistical results to agree with those
appropriate to structures of haphazard origin.
I think that even a materialist must reach a conclusion not unlike
ours if he fairly faces the problem. He will need in the physical world
something to stand for a symbolic unity of the atoms associated with
an individual consciousness, which does not exist for atoms not so
associated—a unity which naturally upsets physical predictions based
on the hypothesis of random disconnection. For he has not only to
translate into material configurations the multifarious thoughts and
images of the mind, but must surely not neglect to find some kind of
physical substitute for the Ego.
[47] A few days after the course of lectures was completed,
Einstein wrote in his message on the Newton Centenary, “It is
only in the quantum theory that Newton’s differential method
becomes inadequate, and indeed strict causality fails us. But the
last word has not yet been said. May the spirit of Newton’s
method give us the power to restore unison between physical
reality and the profoundest characteristic of Newton’s teaching—
strict causality.” (Nature, 1927, March 26, p. 467.)
[48] It is fair to assume the trustworthiness of this intuition in
answering an argument which appeals to intuition; the
assumption would beg the question if we were urging the
argument independently.
Chapter XV
SCIENCE AND MYSTICISM
One day I happened to be occupied with the subject of “Generation
of Waves by Wind”. I took down the standard treatise on
hydrodynamics, and under that heading I read—
The equations (12) and (13) of the preceding Art.
enable us to examine a related question of some interest,
viz. the generation and maintenance of waves against
viscosity, by suitable forces applied to the surface.
If the external forces , be given multiples of
, where and are prescribed, the equations in
question determine and , and thence, by (9) the
value of . Thus we find
The magic words bring back the scene. Again we feel Nature
drawing close to us, uniting with us, till we are filled with the
gladness of the waves dancing in the sunshine, with the awe of the
moonlight on the frozen lake. These were not moments when we fell
below ourselves. We do not look back on them and say, “It was
disgraceful for a man with six sober senses and a scientific
understanding to let himself be deluded in that way. I will take
Lamb’s Hydrodynamics with me next time”. It is good that there
should be such moments for us. Life would be stunted and narrow if
we could feel no significance in the world around us beyond that
which can be weighed and measured with the tools of the physicist
or described by the metrical symbols of the mathematician.
Of course it was an illusion. We can easily expose the rather
clumsy trick that was played on us. Aethereal vibrations of various
wave-lengths, reflected at different angles from the disturbed
interface between air and water, reached our eyes, and by
photoelectric action caused appropriate stimuli to travel along the
optic nerves to a brain-centre. Here the mind set to work to weave
an impression out of the stimuli. The incoming material was
somewhat meagre; but the mind is a great storehouse of
associations that could be used to clothe the skeleton. Having woven
an impression the mind surveyed all that it had made and decided
that it was very good. The critical faculty was lulled. We ceased to
analyse and were conscious only of the impression as a whole. The
warmth of the air, the scent of the grass, the gentle stir of the
breeze, combined with the visual scene in one transcendent
impression, around us and within us. Associations emerging from
their storehouse grew bolder. Perhaps we recalled the phrase
“rippling laughter”. Waves—ripples—laughter—gladness—the ideas
jostled one another. Quite illogically we were glad; though what
there can possibly be to be glad about in a set of aethereal
vibrations no sensible person can explain. A mood of quiet joy
suffused the whole impression. The gladness in ourselves was in
Nature, in the waves, everywhere. That’s how it was.
It was an illusion. Then why toy with it longer? These airy fancies
which the mind, when we do not keep it severely in order, projects
into the external world should be of no concern to the earnest
seeker after truth. Get back to the solid substance of things, to the
material of the water moving under the pressure of the wind and the
force of gravitation in obedience to the laws of hydrodynamics. But
the solid substance of things is another illusion. It too is a fancy
projected by the mind into the external world. We have chased the
solid substance from the continuous liquid to the atom, from the
atom to the electron, and there we have lost it. But at least, it will
be said, we have reached something real at the end of the chase—
the protons and electrons. Or if the new quantum theory condemns
these images as too concrete and leaves us with no coherent images
at all, at least we have symbolic co-ordinates and momenta and
Hamiltonian functions devoting themselves with single-minded
purpose to ensuring that shall be equal to .
Reality and Mysticism. But a defence before the scientists may not
be a defence to our own self-questionings. We are haunted by the
word reality. I have already tried to deal with the questions which
arise as to the meaning of reality; but it presses on us so
persistently that, at the risk of repetition, I must consider it once
more from the standpoint of religion. A compromise of illusion and
reality may be all very well in our attitude towards physical
surroundings; but to admit such a compromise into religion would
seem to be a trifling with sacred things. Reality seems to concern
religious beliefs much more than any others. No one bothers as to
whether there is a reality behind humour. The artist who tries to
bring out the soul in his picture does not really care whether and in
what sense the soul can be said to exist. Even the physicist is
unconcerned as to whether atoms or electrons really exist; he
usually asserts that they do, but, as we have seen, existence is there
used in a domestic sense and no inquiry is made as to whether it is
more than a conventional term. In most subjects (perhaps not
excluding philosophy) it seems sufficient to agree on the things that
we shall call real, and afterwards try to discover what we mean by
the word. And so it comes about that religion seems to be the one
field of inquiry in which the question of reality and existence is
treated as of serious and vital importance.
But it is difficult to see how such an inquiry can be profitable.
When Dr. Johnson felt himself getting tied up in argument over
“Bishop Berkeley’s ingenious sophistry to prove the non-existence of
matter, and that everything in the universe is merely ideal”, he
answered, “striking his foot with mighty force against a large stone,
till he rebounded from it,—‘I refute it thus’” Just what that action
assured him of is not very obvious; but apparently he found it
comforting. And to-day the matter-of-fact scientist feels the same
impulse to recoil from these flights of thought back to something
kickable, although he ought to be aware by this time that what
Rutherford has left us of the large stone is scarcely worth kicking.
There is still the tendency to use “reality” as a word of magic
comfort like the blessed word “Mesopotamia”. If I were to assert the
reality of the soul or of God, I should certainly not intend a
comparison with Johnson’s large stone—a patent illusion—or even
with the ′s and ′s of the quantum theory—an abstract symbolism.
Therefore I have no right to use the word in religion for the purpose
of borrowing on its behalf that comfortable feeling which (probably
wrongly) has become associated with stones and quantum co-
ordinates.
Scientific instincts warn me that any attempt to answer the
question “What is real?” in a broader sense than that adopted for
domestic purposes in science, is likely to lead to a floundering
among vain words and high-sounding epithets. We all know that
there are regions of the human spirit untrammelled by the world of
physics. In the mystic sense of the creation around us, in the
expression of art, in a yearning towards God, the soul grows upward
and finds the fulfilment of something implanted in its nature. The
sanction for this development is within us, a striving born with our
consciousness or an Inner Light proceeding from a greater power
than ours. Science can scarcely question this sanction, for the
pursuit of science springs from a striving which the mind is impelled
to follow, a questioning that will not be suppressed. Whether in the
intellectual pursuits of science or in the mystical pursuits of the
spirit, the light beckons ahead and the purpose surging in our nature
responds. Can we not leave it at that? Is it really necessary to drag
in the comfortable word “reality” to be administered like a pat on the
back?
The problem of the scientific world is part of a broader problem—
the problem of all experience. Experience may be regarded as a
combination of self and environment, it being part of the problem to
disentangle these two interacting components. Life, religion,
knowledge, truth are all involved in this problem, some relating to
the finding of ourselves, some to the finding of our environment
from the experience confronting us. All of us in our lives have to
make something of this problem; and it is an important condition
that we who have to solve the problem are ourselves part of the
problem. Looking at the very beginning, the initial fact is the feeling
of purpose in ourselves which urges us to embark on the problem.
We are meant to fulfil something by our lives. There are faculties
with which we are endowed, or which we ought to attain, which
must find a status and an outlet in the solution. It may seem
arrogant that we should in this way insist on moulding truth to our
own nature; but it is rather that the problem of truth can only spring
from a desire for truth which is in our nature.
A rainbow described in the symbolism of physics is a band of
aethereal vibrations arranged in systematic order of wave-length
from about .000040 cm. to .000072 cm. From one point of view we
are paltering with the truth whenever we admire the gorgeous bow
of colour, and should strive to reduce our minds to such a state that
we receive the same impression from the rainbow as from a table of
wave-lengths. But although that is how the rainbow impresses itself
on an impersonal spectroscope, we are not giving the whole truth
and significance of experience—the starting-point of the problem—if
we suppress the factors wherein we ourselves differ from a
spectroscope. We cannot say that the rainbow, as part of the world,
was meant to convey the vivid effects of colour; but we can perhaps
say that the human mind as part of the world was meant to perceive
it that way.