It's mid afternoon and the sun is blazing a trail across the blue sky. You've got the sweet aroma of tar in your nostrils and a sudden hunger to take to the road. Don your shades and sit in your car. Wind the top down, start your engine and come with us on a journey. Our travels will take us past some pretty familiar territory. In particular, we'll pay a visit to that most popular of tourist attractions, the mix management paradigm. But don't worry - you'll also get the chance to go off-road.
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O’Malley et al. (1998) studied this question.
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