TY - JOUR
T1 - Developing a fuzzy enhanced Russell measure for media selection
AU - Ahmady, Nazanin
AU - Saen, Reza Farzipoor
AU - Ahmady, Elham
AU - Sadeghi, Amir Hossein
N1 - Publisher Copyright:
Copyright © 2015 Inderscience Enterprises Ltd.
PY - 2015
Y1 - 2015
N2 - Nowadays, companies spend a lot of money on advertising, but in many situations much of their expenditures are wasted. One of the important factors that can prevent this wasting is selecting the right media. This paper proposes a fuzzy enhanced Russell measure data envelopment analysis (FERM-DEA) model for selecting media in the presence of fuzzy data and enables the decision maker to evaluate full efficiency and compare them with each other. A numerical example validates the proposed model.
AB - Nowadays, companies spend a lot of money on advertising, but in many situations much of their expenditures are wasted. One of the important factors that can prevent this wasting is selecting the right media. This paper proposes a fuzzy enhanced Russell measure data envelopment analysis (FERM-DEA) model for selecting media in the presence of fuzzy data and enables the decision maker to evaluate full efficiency and compare them with each other. A numerical example validates the proposed model.
KW - Data envelopment analysis
KW - Enhanced Russell measure
KW - ERM
KW - Full efficiency
KW - Fuzzy data
KW - Media selection
UR - http://www.scopus.com/inward/record.url?scp=84934287513&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84934287513&partnerID=8YFLogxK
U2 - 10.1504/IJBIR.2015.070179
DO - 10.1504/IJBIR.2015.070179
M3 - Article
AN - SCOPUS:84934287513
SN - 1751-0252
VL - 9
SP - 470
EP - 485
JO - International Journal of Business Innovation and Research
JF - International Journal of Business Innovation and Research
IS - 4
ER -