IDEAS home Printed from https://ideas.repec.org/a/wly/navres/v35y1988i6p575-596.html
   My bibliography  Save this article

Integrating multiple criteria decision making models into the decision support system framework for marketing decisions

Author

Listed:
  • Rajshekhar G. Javalgi
  • Hemant K. Jain

Abstract

A large number of multiple criteria decision making (MCDM) models have evolved over the past decade. This field now seems to have reached a stage of maturity. However, the managerial community has not yet extensively adopted these models in solving practical decision problems. The present article focuses on integrating the MCDM models within the decision support system (DSS) framework to encourage greater use of these models. A DSS framework and the criteria used for the choice of a model is discussed. Based on these criteria MCDM models generally used in the marketing field are evaluated. The possibility of using a mixture of MCDM models within the DSS framework is also explored. Following this, the role of the MCDM models in DSS is delineated. It is argued that, within the problem‐solving process, the confluence of MCDM models and DSS plays a vital role in developing high‐quality solutions.

Suggested Citation

  • Rajshekhar G. Javalgi & Hemant K. Jain, 1988. "Integrating multiple criteria decision making models into the decision support system framework for marketing decisions," Naval Research Logistics (NRL), John Wiley & Sons, vol. 35(6), pages 575-596, December.
    • Handle: RePEc:wly:navres:v:35:y:1988:i:6:p:575-596
    DOI: 10.1002/1520-6750(198812)35:63.0.CO;2-9
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/1520-6750(198812)35:63.0.CO;2-9
    Download Restriction: no
    File URL: https://libkey.io/10.1002/1520-6750(198812)35:63.0.CO;2-9?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Lussier, Denis A & Olshavsky, Richard W, 1979. "Task Complexity and Contingent Processing in Brand Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 6(2), pages 154-165, Se.
    2. Ralph L. Keeney, 1982. "Feature Article—Decision Analysis: An Overview," Operations Research, INFORMS, vol. 30(5), pages 803-838, October.
    3. Yoram Wind & Thomas L. Saaty, 1980. "Marketing Applications of the Analytic Hierarchy Process," Management Science, INFORMS, vol. 26(7), pages 641-658, July.
    4. Green, Paul E & Srinivasan, V, 1978. "Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 5(2), pages 103-123, Se.
    5. Stanley Zionts & Jyrki Wallenius, 1976. "An Interactive Programming Method for Solving the Multiple Criteria Problem," Management Science, INFORMS, vol. 22(6), pages 652-663, February.
    6. V. Srinivasan & Allan Shocker, 1973. "Linear programming techniques for multidimensional analysis of preferences," Psychometrika, Springer;The Psychometric Society, vol. 38(3), pages 337-369, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ishizaka, Alessio & Siraj, Sajid, 2018. "Are multi-criteria decision-making tools useful? An experimental comparative study of three methods," European Journal of Operational Research, Elsevier, vol. 264(2), pages 462-471.
    2. Dimitris Bertsimas & Allison O'Hair, 2013. "Learning Preferences Under Noise and Loss Aversion: An Optimization Approach," Operations Research, INFORMS, vol. 61(5), pages 1190-1199, October.
    3. Theodoros Evgeniou & Constantinos Boussios & Giorgos Zacharia, 2005. "Generalized Robust Conjoint Estimation," Marketing Science, INFORMS, vol. 24(3), pages 415-429, May.
    4. Olivier Toubia & Duncan I. Simester & John R. Hauser & Ely Dahan, 2003. "Fast Polyhedral Adaptive Conjoint Estimation," Marketing Science, INFORMS, vol. 22(3), pages 273-303.
    5. Adriane Hartmann & Henrik Sattler, 2004. "Wie robust sind Methoden zur Präferenzmessung?," Schmalenbach Journal of Business Research, Springer, vol. 56(1), pages 3-22, February.
    6. Paredes-Frigolett, Harold & Pyka, Andreas & Leoneti, Alexandre Bevilacqua, 2021. "On the performance and strategy of innovation systems: A multicriteria group decision analysis approach," Technology in Society, Elsevier, vol. 67(C).
    7. G Özerol & E Karasakal, 2008. "Interactive outranking approaches for multicriteria decision-making problems with imprecise information," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 59(9), pages 1253-1268, September.
    8. Pekka Korhonen & Kari Silvennoinen & Jyrki Wallenius & Anssi Öörni, 2013. "A careful look at the importance of criteria and weights," Annals of Operations Research, Springer, vol. 211(1), pages 565-578, December.
    9. Jacquet-Lagreze, Eric & Siskos, Yannis, 2001. "Preference disaggregation: 20 years of MCDA experience," European Journal of Operational Research, Elsevier, vol. 130(2), pages 233-245, April.
    10. Henrik Sattler, 2006. "Methoden zur Messung von Präferenzen für Innovationen," Schmalenbach Journal of Business Research, Springer, vol. 58(54), pages 154-176, January.
    11. Pekka Korhonen & Majid Soleimani-damaneh & Jyrki Wallenius, 2017. "The use of quasi-concave value functions in MCDM: some theoretical results," Mathematical Methods of Operations Research, Springer;Gesellschaft für Operations Research (GOR);Nederlands Genootschap voor Besliskunde (NGB), vol. 86(2), pages 367-375, October.
    12. Korhonen, Pekka J. & Silvennoinen, Kari & Wallenius, Jyrki & Öörni, Anssi, 2012. "Can a linear value function explain choices? An experimental study," European Journal of Operational Research, Elsevier, vol. 219(2), pages 360-367.
    13. G Dutta & S Basu & J John, 2010. "Development of utility function for life insurance buyers in the Indian market," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 61(4), pages 585-593, April.
    14. Ghaderi, Mohammad & Kadziński, Miłosz, 2021. "Incorporating uncovered structural patterns in value functions construction," Omega, Elsevier, vol. 99(C).
    15. Jianjun Zhu & Shitao Zhang & Ye Chen & Lili Zhang, 2016. "A Hierarchical Clustering Approach Based on Three-Dimensional Gray Relational Analysis for Clustering a Large Group of Decision Makers with Double Information," Group Decision and Negotiation, Springer, vol. 25(2), pages 325-354, March.
    16. Paul, Manashi & Negahban-Azar, Masoud & Shirmohammadi, Adel & Montas, Hubert, 2020. "Assessment of agricultural land suitability for irrigation with reclaimed water using geospatial multi-criteria decision analysis," Agricultural Water Management, Elsevier, vol. 231(C).
    17. Akram Dehnokhalaji & Pekka J. Korhonen & Murat Köksalan & Nasim Nasrabadi & Diclehan Tezcaner Öztürk & Jyrki Wallenius, 2014. "Constructing a strict total order for alternatives characterized by multiple criteria: An extension," Naval Research Logistics (NRL), John Wiley & Sons, vol. 61(2), pages 155-163, March.
    18. U. Umesh & Sanjay Mishra, 1990. "A Monte Carlo investigation of conjoint analysis index-of-fit: Goodness of fit, significance and power," Psychometrika, Springer;The Psychometric Society, vol. 55(1), pages 33-44, March.
    19. Montgomery, David B. & Ramus, Catherine, 2007. "Including Corporate Social Responsibility, Environmental Sustainaibility, and Ethics in Calibrating MBA Job Preferences," Research Papers 1981, Stanford University, Graduate School of Business.
    20. Sitorus, Fernando & Brito-Parada, Pablo R., 2020. "A multiple criteria decision making method to weight the sustainability criteria of renewable energy technologies under uncertainty," Renewable and Sustainable Energy Reviews, Elsevier, vol. 127(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wly:navres:v:35:y:1988:i:6:p:575-596. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: https://doi.org/10.1002/(ISSN)1520-6750 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.