Developing a fuzzy enhanced Russell measure for media selection

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

International Journal of Business Innovation and Research, 2015, vol. 9, issue 4, 470-485

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. (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=70179 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbire:v:9:y:2015:i:4:p:470-485

Access Statistics for this article

More articles in International Journal of Business Innovation and Research from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().