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| Author: | Davies, M. |
| Title: | A multicriteria decision model application for managing group decisions |
| Journal: | Journal of the Operational Research Society
1994 : JAN, VOL. 45:1, p. 47-58 |
| Index terms: | DECISION MODELS MANAGEMENT GROUP DECISION MAKING |
| Language: | eng |
| Abstract: | This paper demonstrates how a multicriteria decision model (MCDM) using an analytic hierarchy process (AHP) can overcome the difficulties arising from the complexity, subjectivity and lack of group consensus in the evaluation of advertising agency selection criteria. The model was applied to a publishing house reviewing their selection procedures, providing a list of prioritized values of agency criteria, which ultimately influence agency selection. The findings suggest that dominant power may not always be critical in affecting group rankings. |
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