par Tarnanidis, Theodore T.K.;Vlachopoulou, Maro;Mareschal, Bertrand 
;Papathanasiou, Jason
Référence Multiple-Criteria Decision-Making (MCDM) Techniques and Statistics in Marketing, IGI Global, page (249-265)
Publication Publié, 2025-03
;Papathanasiou, JasonRéférence Multiple-Criteria Decision-Making (MCDM) Techniques and Statistics in Marketing, IGI Global, page (249-265)
Publication Publié, 2025-03
Partie d'ouvrage collectif
| Résumé : | The aim of this chapter is to explicate the fundamental advantages of MCDM methods in addressing diverse marketing challenges through the use of statistical techniques. The list of examples included household and consumer panel data on product purchases and survey data and demand models based on micro-economic theory. Integrating MCDM methods with statistical techniques in the metaverse can lead marketers to better outcomes in their marketing efforts by making more informed and robust decisions. Although the MCDM process is generally similar to those of other approaches, there are differences in how information on alternatives, criteria, and the relative importance (weight) of criteria is provided, identified, and analyzed. It could be said that the MCDM process consists of a series of stages from defining the problem to identifying the best alternatives. |
