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A Fuzzy Multiple Level Multiple
Criteria Decision Making Approach
for Advertising Agency Selection
Graduate Student: Eilinawati
研究生:謝有花
Advisor: Prof. Chu, Ta-Chung
指導教授: 朱大中博士
Background and Motivation
• Nowadays in the global market, many companies face high levels of
competition.
• How a company can capture a better opportunity to promote its
products depends on whether it can effectively and efficiently advertise
its new products; one of the important factors that have to be
considered is selecting the advertising agency
• These are complex decision-making processes that have a capability
that places the right agency in the right jobs at the right time.
• Choosing the best advertising agency is not that easy, so many criteria
need to be evaluated. It is not just to talk about cost or the good
reputation, but there are some of qualitative criteria which have to be
considered and cannot be properly quantified.
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Background and Motivation
• Besides, the criteria that should be considered may have different
important weights in the perspective of different decision maker.
• There some criteria that have some sub-criteria whereas some subcriteria might have another sub-criteria and so on.
• As a result, this study proposes fuzzy multiple levels multiple criteria
decision making (MLMCDM) model that can be a very suitable
approach for evaluation and selection of advertising agency.
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Problem Identification
• Advertising agency selection is a complex decision making process, by
the fact that some of the criteria are completely quantifiable and
others completely subjective.
• Besides, criteria may be quantifiable but in different units, so that they
cannot be conveniently compared. After that, each potential candidate
also must be rated for each identified criteria.
• The advertising agency evaluation and selection are generally and
theoretically introduced; but in many advertising agency research
studies, most studies focused on advertising agency-client relationship,
not the evaluation and selection the agency.
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Problem Identification
• One of the researches that focused on evaluating and selecting the
agency is the research of Yuksel et al. (2007). but they treat all of the
criteria as quantitative criteria.
• Besides, the common approaches for this issue, which is statistic, are
not really effective to deal with qualitative criteria and multi-criteria
decision making problems.
• Statistics considering only exact crisp values, this method cannot wellsupport decision-making procedures for such evaluation problems
(Ou et al., 2009). Therefore, fuzzy multiple level multiple criteria
decision making (MLMCDM) can be a highly suitable approach for
this issue.
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Research Objectives
The objectives of this study are:
• To analyze criteria for evaluating and selecting advertising agency.
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To provide Chi Square test in order to analyze the
independent/dependent criteria.
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To establish a fuzzy multi-level multiple criteria decision making
(MCDM) approach for evaluating and selecting advertising agency.
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To conduct a numerical example to show the computational
procedure and the feasibility of the proposed model.
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Research
Framework
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