Abstract
This paper depicts the media selection problem through a Data envelopment analysis (DEA) model, while allowing for the incorporation of both flexible factors and imprecise data. A numerical example demonstrates the application of the proposed method.
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Notes
Please note that in traditional DEA, the decision maker decides which criteria are inputs and which are outputs. However, in the flexible factor context, the decision maker is wavered. In other words, the decision maker does not know whether this flexible factor is an input or an output. Therefore, there is a need for a model that determines the status of flexible factor for each DMU, separately. After running the model, the decision maker finds out the status of a flexible factor.
Please note that, to develop the new model, the fractional form of the formulation proposed by Toloo (2009) has been rewritten.
The measures selected in this paper are not exhaustive by any means, but are some general measures that can be utilized to evaluate media. Media planners must carefully identify appropriate measures to be used in the decision making process.
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The author wishes to thank the anonymous reviewers for their valuable suggestions and comments.
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Farzipoor Saen, R. Media selection in the presence of flexible factors and imprecise data. J Oper Res Soc 62, 1695–1703 (2011). https://doi.org/10.1057/jors.2010.115
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DOI: https://doi.org/10.1057/jors.2010.115