Developing a fuzzy enhanced Russell measure for media selection
by Nazanin Ahmady; Reza Farzipoor Saen; Elham Ahmady; Amir Hossein Sadeghi
International Journal of Business Innovation and Research (IJBIR), Vol. 9, No. 4, 2015

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.

Online publication date: Mon, 29-Jun-2015

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