The application of fusion model of dynamic balanced scored card and data development analysis in order to evaluate the performance of broadcasting centers

Nowadays, performance evaluation is one the important factors of organization's success. Therefore, in performance evaluation, it is necessary to use a system that measures all dimensions of financial and non-financial of organization performance and calculates organization's efficiency. The research is intends to present a new model for performance evaluation of broadcasting centers by fusing dynamic balanced scored cards and data enveloped analysis. Thus, using the idea of managers and experts, a questionnaire was designed by researcher and after distributing among sample population, 15 indices were extracted based on four dimensions of balanced scored card for performance evaluation of broadcasting centers. Then, using Vensim software, diagrams of cause-effect and stock-flow were drawn and the audiences' satisfaction standard was simulated, in addition, sensitivity analysis, input and output determination for data enveloped analysis and finally, specifying efficient and inefficient centers have been presented. The obtained results indicated the appropriate applying of presented fusion model in broadcasting centers