Abstract
The growing markets of e-commerce created renewed interest in methodologies that were developed more than thirty years ago and found broad usage in various fields like Operations Research, Decision Theory, Artificial Intelligence, Micro-Economic Theory, etc. One such methodology is multi-criteria decision-making or analysis (MCDA). It can be used for making decisions about options like goods and services, and plays an import role in e- as well as m-commerce markets. We review the main techniques of MCDA like SCORING (SAW), TOPSIS, AHP, PROMETHEE, DEA and apply them to one particular decision example using a software program specifically developed for this purpose, available online at http://mcda.dynalias.org. We carefully compare the methods presented, and propose a hybrid technique called “GiUnTa” to reconcile the differing rankings obtained with each procedure. A similar approach and software solution can be used in real life decision situations that require fast consideration of multiple criteria over a large number of alternatives.
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© 2006 CISM, Udine
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Lenz, H.J., Ablovatski, A. (2006). MCDA — Multi-Criteria Decision Making in e-commerce. In: Della Riccia, G., Dubois, D., Kruse, R., Lenz, HJ. (eds) Decision Theory and Multi-Agent Planning. CISM International Centre for Mechanical Sciences, vol 482. Springer, Vienna. https://doi.org/10.1007/3-211-38167-8_3
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DOI: https://doi.org/10.1007/3-211-38167-8_3
Publisher Name: Springer, Vienna
Print ISBN: 978-3-211-31787-7
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