A Fuzzy Multiple Level Multiple Criteria Decision Making Approach for Advertising Agency Selection Graduate Student: Eilinawati 研究生 : 謝有花 Advisor: Prof.

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A Fuzzy Multiple Level Multiple Criteria Decision Making Approach for Advertising Agency Selection Graduate Student: Eilinawati 研究生 : 謝有花 Advisor: Prof. Chu, Ta-Chung 指導教授 : 朱大中博士

ABSTRACT Keywords: Fuzzy MLMCDM; Center of Area; Trapezoidal Fuzzy Number; Advertising Agency. 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 Chi square test is also conducted to gain more insight about the independent/dependent criteria.

ABSTRACT 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 the suitableadvertising agency. Finally, some comments are suggested for further research.