Developing a new neutral DEA model for media selection in the existence of imprecise data

Majid Azadi, Reza Farzipoor Saen*, Ehsan Momeni

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)


An appropriate advertising media selection has a strategic significance for every firm. Media selection problem is an important yet complex decision which requires careful consideration of multiple criteria. One of the techniques that can be used for selecting the media is data envelopment analysis (DEA). Neutral data envelopment analysis (NDEA) model is one of the new models in data envelopment analysis (DEA). In many real world applications, data are often imprecise. A successful approach to address uncertainty in data is to replace crisp data via imprecise data, leading to imprecise DEA (IDEA). In this paper, an imprecise NDEA (INDEA) model is developed for media selection. Finally, a numerical example demonstrates the application of the proposed model.

Original languageEnglish
Pages (from-to)16-34
Number of pages19
JournalInternational Journal of Operational Research
Issue number1
Publication statusPublished - 2013


  • Data envelopment analysis
  • DEA
  • Imprecise data
  • Media selection
  • NDEA
  • Neutral data envelopment analysis

ASJC Scopus subject areas

  • Management Science and Operations Research

Cite this