Title: Developing a fuzzy enhanced Russell measure for media selection

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

Addresses: Department of Mathematics, Islamic Azad University, Varamin-Pishva Branch, 33817-7489, Iran ' Department of Industrial Management, Faculty of Management and Accounting, Islamic Azad University, Karaj Branch, P.O. Box 31485-313, Karaj, Iran ' Department of Mathematics, Islamic Azad University, Varamin-Pishva Branch, 33817-7489, Iran ' Department of Mathematics, Islamic Azad University, Shahr-e-Qods Branch, Shahr-e-Qods, Iran

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: media selection; data envelopment analysis; DEA; enhanced Russell measure; ERM; fuzzy data; full efficiency; fuzzy logic; advertising media.

DOI: 10.1504/IJBIR.2015.070179

International Journal of Business Innovation and Research, 2015 Vol.9 No.4, pp.470 - 485

Received: 17 Sep 2013
Accepted: 08 Nov 2013
Published online: 29 Jun 2015 *

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