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標題Title: Introduction for A Fuzzy Multiple Level Multiple Criteria Decision Making Approach for Advertising Agency Selection
作者Authors: 謝有花
上傳單位Department: 管理與資訊系
上傳時間Date: 2011-5-20
上傳者Author: 謝有花
審核單位Department: 管理與資訊系
審核老師Teacher: 朱大中
檔案類型Categories: 課堂作業Class Assignment
關鍵詞Keyword: Fuzzy MLMCDM; Center of Area; Trapezoidal Fuzzy Number; Triangular Fuzzy Number; Advertising Agency
摘要Abstract: A defuzzification based fuzzy multiple criteria multiple levels decision-making model (MLMCDM) is applied for the selection of advertising agency in Indonesia. The importance weights of the criteria and the ratings of alternatives versus subjective criteria are assessed in linguistic values represented by trapezoidal fuzzy numbers. The proposed model deals with a hierarchical structure of criteria where the averaged weights and ratings are aggregated from the lowest-level criteria to the parent criteria. The ranking approach of center of area (COA) is applied to the model in order to avoid the problem of the multiplication of more than two fuzzy numbers. A Fisher test is also conducted to gain more insight about the independent/dependent criteria.
A set of essential criteria for selecting advertising agency, including both qualitative and quantitative criteria are selected and divided into benefit and cost. Furthermore, a numerical example has demonstrated the feasibility of the proposed model. The proposed model can help companies to evaluate and select the suitable advertising agency. Finally, some comments are suggested for further research.

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2011_5_404dbf35.ppt 168Kb ppt 187 34
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