Employing Group Decision Support System for the Selection of Internet Information Search Channels for Consumers
A fragmented market and media propagation has emerged as a direct result of the evolution of technology. Media agencies now have a large variety of methods of reaching and engaging with potential customers. The proliferation of media has generated new challenges for marketers and identifying the mos...
Ausführliche Beschreibung
Gespeichert in:
| Autor*in: |
Khatwani, Gaurav [verfasserIn] Srivastava, Praveen Ranjan [verfasserIn] |
|---|
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E-Artikel |
|---|---|
| Sprache: |
Englisch |
| Erschienen: |
2015 |
|---|
| Umfang: |
1 Online-Ressource |
|---|
| Übergeordnetes Werk: |
Enthalten in: International journal of strategic decision sciences - Hershey, Pa : IGI Global, 2010, 6(2015), 4, Seite 72-93 |
|---|---|
| Übergeordnetes Werk: |
volume:6 ; year:2015 ; number:4 ; pages:72-93 |
| Links: |
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| DOI / URN: |
10.4018/IJSDS.2015100105 |
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NLEJ251847527 |
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10.4018/IJSDS.2015100105 doi (DE-627)NLEJ251847527 (VZGNL)10.4018/IJSDS.2015100105 DE-627 ger DE-627 rakwb eng Khatwani, Gaurav verfasserin aut Employing Group Decision Support System for the Selection of Internet Information Search Channels for Consumers 2015 1 Online-Ressource Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier A fragmented market and media propagation has emerged as a direct result of the evolution of technology. Media agencies now have a large variety of methods of reaching and engaging with potential customers. The proliferation of media has generated new challenges for marketers and identifying the most effective channel by which to reach online customers can be problematic. Marketers now need to develop an understanding of how consumers conduct their pre-purchase search for information about a given product or service so that they can optimize their promotion efforts. A fuzzy analytical hierarchy process cosine maximization (FAHPCM) approach was employed to assign the relative importance that online consumers give to a range of search factors. Following this, the technique for order of preference by similarity to ideal solution (TOPSIS) was utilized to assess the effectiveness of each respective channel. Finally, sensitivity analysis was conducted to verify the results. The effectiveness of the proposed approach is demonstrated through a numerical example Analytical Hierarchy Process Fuzzy Decision Support Systems Information Search Channels Multi Criteria Decision Making TOPSIS Srivastava, Praveen Ranjan verfasserin aut Enthalten in International journal of strategic decision sciences Hershey, Pa : IGI Global, 2010 6(2015), 4, Seite 72-93 Online-Ressource (DE-627)NLEJ244419892 (DE-600)2586987-5 1947-8577 nnns volume:6 year:2015 number:4 pages:72-93 http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJSDS.2015100105 X:IGIG Verlag Deutschlandweit zugänglich http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJSDS.2015100105&buylink=true Abstract ZDB-1-GIS GBV_NL_ARTICLE AR 6 2015 4 72-93 |
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A fragmented market and media propagation has emerged as a direct result of the evolution of technology. Media agencies now have a large variety of methods of reaching and engaging with potential customers. The proliferation of media has generated new challenges for marketers and identifying the most effective channel by which to reach online customers can be problematic. Marketers now need to develop an understanding of how consumers conduct their pre-purchase search for information about a given product or service so that they can optimize their promotion efforts. A fuzzy analytical hierarchy process cosine maximization (FAHPCM) approach was employed to assign the relative importance that online consumers give to a range of search factors. Following this, the technique for order of preference by similarity to ideal solution (TOPSIS) was utilized to assess the effectiveness of each respective channel. Finally, sensitivity analysis was conducted to verify the results. The effectiveness of the proposed approach is demonstrated through a numerical example |
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A fragmented market and media propagation has emerged as a direct result of the evolution of technology. Media agencies now have a large variety of methods of reaching and engaging with potential customers. The proliferation of media has generated new challenges for marketers and identifying the most effective channel by which to reach online customers can be problematic. Marketers now need to develop an understanding of how consumers conduct their pre-purchase search for information about a given product or service so that they can optimize their promotion efforts. A fuzzy analytical hierarchy process cosine maximization (FAHPCM) approach was employed to assign the relative importance that online consumers give to a range of search factors. Following this, the technique for order of preference by similarity to ideal solution (TOPSIS) was utilized to assess the effectiveness of each respective channel. Finally, sensitivity analysis was conducted to verify the results. The effectiveness of the proposed approach is demonstrated through a numerical example |
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<?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01000caa a22002652 4500</leader><controlfield tag="001">NLEJ251847527</controlfield><controlfield tag="003">DE-627</controlfield><controlfield tag="005">20231205144007.0</controlfield><controlfield tag="007">cr uuu---uuuuu</controlfield><controlfield tag="008">231128s2015 xx |||||o 00| ||eng c</controlfield><datafield tag="024" ind1="7" ind2=" "><subfield code="a">10.4018/IJSDS.2015100105</subfield><subfield code="2">doi</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-627)NLEJ251847527</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(VZGNL)10.4018/IJSDS.2015100105</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-627</subfield><subfield code="b">ger</subfield><subfield code="c">DE-627</subfield><subfield code="e">rakwb</subfield></datafield><datafield tag="041" ind1=" " ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Khatwani, Gaurav</subfield><subfield code="e">verfasserin</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Employing Group Decision Support System for the Selection of Internet Information Search Channels for Consumers</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="c">2015</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">1 Online-Ressource</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="a">Text</subfield><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="a">Computermedien</subfield><subfield code="b">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="a">Online-Ressource</subfield><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="520" ind1=" " ind2=" "><subfield code="a">A fragmented market and media propagation has emerged as a direct result of the evolution of technology. Media agencies now have a large variety of methods of reaching and engaging with potential customers. The proliferation of media has generated new challenges for marketers and identifying the most effective channel by which to reach online customers can be problematic. Marketers now need to develop an understanding of how consumers conduct their pre-purchase search for information about a given product or service so that they can optimize their promotion efforts. A fuzzy analytical hierarchy process cosine maximization (FAHPCM) approach was employed to assign the relative importance that online consumers give to a range of search factors. Following this, the technique for order of preference by similarity to ideal solution (TOPSIS) was utilized to assess the effectiveness of each respective channel. Finally, sensitivity analysis was conducted to verify the results. 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