Developing a fuzzy enhanced Russell measure for media selection

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

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)


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 languageEnglish
Pages (from-to)470-485
Number of pages16
JournalInternational Journal of Business Innovation and Research
Issue number4
Publication statusPublished - 2015


  • 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

Cite this