Title: Developing a new neutral DEA model for media selection in the existence of imprecise data

Authors: Majid Azadi; Reza Farzipoor Saen; Ehsan Momeni

Addresses: Department of Industrial Management, Faculty of Management and Accounting, Islamic Azad University, Karaj Branch, P.O. Box: 31485-313, Karaj, Iran ' Department of Industrial Management, Faculty of Management and Accounting, Islamic Azad University, Karaj Branch, P.O. Box: 31485-313, Karaj, Iran ' Department of Industrial Engineering, Islamic Azad University, Firouzkoh Branch, P.O. Box 148, Firouzkoh, Iran

Abstract: An appropriate advertising media selection has a strategic significance for every firm. Media selection problem is an important yet complex decision which requires careful consideration of multiple criteria. One of the techniques that can be used for selecting the media is data envelopment analysis (DEA). Neutral data envelopment analysis (NDEA) model is one of the new models in data envelopment analysis (DEA). In many real world applications, data are often imprecise. A successful approach to address uncertainty in data is to replace crisp data via imprecise data, leading to imprecise DEA (IDEA). In this paper, an imprecise NDEA (INDEA) model is developed for media selection. Finally, a numerical example demonstrates the application of the proposed model.

Keywords: media selection; imprecise data; data envelopment analysis; neutral DEA; NDEA.

DOI: 10.1504/IJOR.2013.055531

International Journal of Operational Research, 2013 Vol.18 No.1, pp.16 - 34

Received: 21 Jan 2012
Accepted: 29 Jun 2012
Published online: 29 Jul 2014 *

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