Provides a Multi-Attribute Decision-Making Model for Choosing Communication Media in marine industry suppliers
Creating an appropriate communication strategy is one of the key factors in the success of the organization. To evaluate and select the appropriate communication and advertising media in organizations and companies, different indicators and methods are used, but none of these indicators are universally accepted. The purpose of this study is to present a multi-index decision-making model (MADM) model for determining the criteria, ranking and selecting the best communication media in order to identify suppliers in the Iranian maritime industry. This research is based on objective, applied and based on the nature of the descriptive design that was designed and implemented in four stages. In this study, using Delphi techniques and the views of 10 experts, the effective measures in choosing a communication medium were first determined, then we used the hierarchical analysis of the indicators to weigh the indices and to use the AHR, TOPSIS and ELECTRE methods to prioritize the alternatives. Finally, due to the difference in the results, the final ranking of the options was done by integrating Copeland, Borda and Average methods. A pairwise comparison was obtained by calculating the compliance rate (IR) in the Expert Choice software, which is less than 0.1 and its reliability is confirmed. The results of this research were compared with the final ranking of options
television is the best choice, and after wards the new messengers are ranked second; the website and the newspaper are ranked third and fourth respectively.
Article Type:
Research/Original Article
Iranian Journal of Marine Science And Technology, Volume:23 Issue:89, 2019
64 - 76  
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