Developing a fuzzy enhanced Russell measure for media selection

Nazanin Ahmady; Reza Farzipoor Saen; Elham Ahmady; Amir Hossein Sadeghi

doi:10.1504/IJBIR.2015.070179

Developing a fuzzy enhanced Russell measure for media selection

Nazanin Ahmady, Reza Farzipoor Saen^*, Elham Ahmady, Amir Hossein Sadeghi

^*Corresponding author for this work

Operations Management & Business Statistics

Research output: Contribution to journal › Article › peer-review

3 Citations (Scopus)

Abstract

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.

Original language	English
Pages (from-to)	470-485
Number of pages	16
Journal	International Journal of Business Innovation and Research
Volume	9
Issue number	4
DOIs	https://doi.org/10.1504/IJBIR.2015.070179
Publication status	Published - 2015

Keywords

Data envelopment analysis
Enhanced Russell measure
ERM
Full efficiency
Fuzzy data
Media selection

ASJC Scopus subject areas

Business and International Management
Management of Technology and Innovation

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10.1504/IJBIR.2015.070179

Cite this

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title = "Developing a fuzzy enhanced Russell measure for media selection",

abstract = "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.",

keywords = "Data envelopment analysis, Enhanced Russell measure, ERM, Full efficiency, Fuzzy data, Media selection",

author = "Nazanin Ahmady and Saen, {Reza Farzipoor} and Elham Ahmady and Sadeghi, {Amir Hossein}",

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AU - Ahmady, Nazanin

AU - Saen, Reza Farzipoor

AU - Ahmady, Elham

AU - Sadeghi, Amir Hossein

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

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Developing a fuzzy enhanced Russell measure for media selection

Abstract

Keywords

ASJC Scopus subject areas

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