MEDIA MIX DECISION SUPPORT FOR SCHOOLS BASED ON ANALYTIC NETWORK PROCESS

Authors

  • Shu-Hsuan Chang Department of Industrial Education and Technology, National Changhua University of Education
  • Tsung-Chih Wu Department of Industrial Education and Technology, National Changhua University of Education
  • Hwai-En Tseng Department of Industrial Engineering and Management, National Chin-Yi University of Technology
  • Yu-Jui Su Asia-Pacific Institute of Creativity.
  • Chen-Chen Ko Department of Industrial Education and Technology, National Changhua University of Education

DOI:

https://doi.org/10.23055/ijietap.2012.19.7.650

Abstract

Media Selection is a multi criteria decision making (MCDM) problem. Decision makers with budget constraints should select media vehicles with the greatest effects on audiences by simultaneously considering multiple and interdependent evaluation criteria. This work develops a systematic decision support algorithm for media selection. Analytic Network Process (ANP) is adopted to determine the relative weights of criteria.  An Integer Programming (IP) is then applied to (identify the optimum combination of media below a fixed budget. An empirical example demonstrates the computational process and effectiveness of the proposed model.

Author Biographies

Shu-Hsuan Chang, Department of Industrial Education and Technology, National Changhua University of Education

Dr. Shu-Hsuan Chang received the B.S. and M.S. degrees in Industrial Engineering from National Chiao-Tung University, Taiwan, and the Ph.D. degree in Department of Industrial Education and Technology, National Changhua University of Education (NCUE), Taiwan. In 2003, she joined the faculty of the Department of Industrial Education and Technology, NCUE, Taiwan. Currently, she is a professor at NCUE. Her recent research interests include decision-making science, technology management, innovation management, engineering & technological education, and photonics.

Tsung-Chih Wu, Department of Industrial Education and Technology, National Changhua University of Education

Dr. Tsung-Chih Wu holds an M.S. and a Ph.D. in Industrial Education from National Changhua University of Education, Taiwan. In 1994, he joined the faculty of the Department of Safety, Health and Environmental Engineering at HungKuang University (HU), Taiwan. Currently, he is an Associate Professor at HU. His main research interests are safety management and safety education.

Hwai-En Tseng, Department of Industrial Engineering and Management, National Chin-Yi University of Technology

Dr. Hwai-En Tseng is currently a professor and the Dean of the Student Affairs Office at National Chin-Yi University of Technology, Taiwan. He has a B.E. in Industrial Design and a M.S. in Mechanical Engineering from National Cheng Kung University, respectively. Finally, he received his Ph.D. degrees in Industrial Engineering and Management from National Chiao Tung University. He also has many years of practical work experience in the Taiwan's Industrial Technology Research Institute. His research activities include assembly/disassembly planning, product knowledge management and mass customization.

Chen-Chen Ko, Department of Industrial Education and Technology, National Changhua University of Education

Mrs. Chen-Chen Ko is a PhD candidate in Department of Industrial Education and Technology, National Changhua University of Education (NCUE), Taiwan. She also received her master degree from the Department of Industrial Education and Technology, NCUE, Taiwan. Her research areas involve human resource management, organizational behavior, innovation management, and engineering & technological education.

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Published

2012-12-27

How to Cite

Chang, S.-H., Wu, T.-C., Tseng, H.-E., Su, Y.-J., & Ko, C.-C. (2012). MEDIA MIX DECISION SUPPORT FOR SCHOOLS BASED ON ANALYTIC NETWORK PROCESS. International Journal of Industrial Engineering: Theory, Applications and Practice, 19(7). https://doi.org/10.23055/ijietap.2012.19.7.650

Issue

Vol. 19 No. 7 (2012)

Section

Operations Research

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