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Evaluating Internet Information Search Channels Using Hybrid MCDM Technique

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Swarm, Evolutionary, and Memetic Computing (SEMCCO 2014)

Part of the book series: Lecture Notes in Computer Science ((LNTCS,volume 8947))

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Abstract

The evolution of technology has fragmented the market which has resulted in media proliferation. The frequent emergence of various media channels have enabled marketers and agencies to devise alternative methods to engage with consumers. The major challenge for marketers is to be informed about consumer preferences by identifying where the online consumers prefer to search pre-purchase information about the products to maximize the benefits of marketing. This study highlights methodology for group decision support for selecting an appropriate marketing channel using multiple criteria decision making (MCDM) based on context specific requirements. Firstly the influencing factors of consumer information search have been identified through literature review. Further we have used hybrid MCDM technique for ranking different alternatives. The fuzzy analytical hierarchy process (AHP) for group decision making has been used to identify relative importance of consumer search factors and TOPSIS has been used to evaluate different marketing channels. The approach is illustrated through case study.

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Author information

Authors and Affiliations

  1. IIM Rohtak, MDU Campus, Rohtak, 124001, Haryana, India

    Gaurav Khatwani & Oshin Anand

  2. Department of Management Studies, IIT Delhi, IV Floor, Vishwakarma Bhavan, Hauz Khas, New Delhi, 110016, India

    Arpan Kumar Kar

Authors
  1. Gaurav Khatwani
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  2. Oshin Anand
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  3. Arpan Kumar Kar
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Corresponding author

Correspondence to Gaurav Khatwani .

Editor information

Editors and Affiliations

  1. Department of Electrical Engineering, IIT, New Delhi, India

    Bijaya Ketan Panigrahi

  2. School of Electrical and Electronic Engineering, Nanyang Technological University, Singapore, Singapore

    Ponnuthurai Nagaratnam Suganthan

  3. Electronics and Communication Sciences Unit, Indian Statistical Institute, Kolkata, India

    Swagatam Das

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Khatwani, G., Anand, O., Kar, A.K. (2015). Evaluating Internet Information Search Channels Using Hybrid MCDM Technique. In: Panigrahi, B., Suganthan, P., Das, S. (eds) Swarm, Evolutionary, and Memetic Computing. SEMCCO 2014. Lecture Notes in Computer Science(), vol 8947. Springer, Cham. https://doi.org/10.1007/978-3-319-20294-5_11

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  • DOI: https://doi.org/10.1007/978-3-319-20294-5_11

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-20293-8

  • Online ISBN: 978-3-319-20294-5

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