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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/8013

Title: The importance of aggregation operator characteristics in marketing research
Authors: BRIJS, Kris
DEPAIRE, Benoit
VANHOOF, Koen
BRIJS, Tom
WETS, Geert
Issue Date: 2007
Publisher: INSTICC-INST SYST TECHNOLOGIES INFORMATION CONTROL & COMMUNICATION
Citation: Cardoso, J & Cordeiro, J & Filipe, J (Ed.) ICEIS 2007: PROCEEDINGS OF THE NINTH INTERNATIONAL CONFERENCE ON ENTERPRISE INFORMATION SYSTEMS - ARTIFICIAL INTELLIGENCE AND DECISION SUPPORT SYSTEMS. p. 237-246.
Abstract: Our paper demonstrates that aggregation operator characteristics count as a promising avenue for applied fuzzy set research. It is shown by means of two cases that these characteristics are particularly valuable as proxies for hard to measure domain knowledge within the fields of customer satisfaction and country-of-origin. More in detail, the uninorm's neutral element could be identified as a useful asset for representing customers' expectations while the OWA operator's omess contributes to the quantification of consumers' degree of optimism when evaluating products coming from abroad. Both theoretical and empirical validation is provided to support the basic assumption that aggregation operator characteristics enable us to obtain superior consumer information with substantial managerial relevance.
Notes: Hasselt Univ, Fac Appl Econ, Diepenbeek, B-3590 Belgium.Brijs, K, Hasselt Univ, Fac Appl Econ, Campus Diepenbeek, Diepenbeek, B-3590 Belgium.
URI: http://hdl.handle.net/1942/8013
ISI #: 000253307700041
ISBN: 978-972-8865-89-4
Category: C1
Type: Proceedings Paper
Validation: ecoom, 2009
Appears in Collections: Research publications

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