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Journal of Management Research
Year : 2021, Volume : 21, Issue : 2
First page : ( 103) Last page : ( 129)
Print ISSN : 0972-5814. Online ISSN : 0974-455X.

Marketing Strategy Selection by Interval Group TOPSIS under Mix/Heterogeneous Data

Azadfallah Mohammad

Business Studies and Development office, SAIPAYADAK (SAIPA After Sales Services Organization), Tehran - 37515836 Islamic Republic of Iran

Online published on 18 June, 2022.

Abstract

Often decision making problems in organizations involve incorporating uncertainty in a Multi-Criteria Decision Making (MCDM) environment, as well as in data which may be expressed in a variety of formats e.g., crisp, interval or fuzzy data. Furthermore, some authors believe that most decision making problems in organizations shall be solved through consensus. In addition, acquisition of certain (crisp) data is difficult if not impossible. In this paper, we propose a methodology to convert mixed/heterogeneous data (i.e., crisp, interval, ordinal and fuzzy preference information) of the problem into a unique format (more specifically, interval form) and to solve the marketing strategy selection problem by interval version of the group TOPSIS method, which has been relatively less studied in the past. With this method, it is possible for decision makers to express information about their preferences in any data format. Moreover, we introduce a new interval correlation coefficient based approach to determine the importance of experts in group decision-making process.

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Keywords

MCDM, TOPSIS, Group Decision Making, Mix/Heterogeneous Data, Marketing Strategy Selection Problem.

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