Determination of Media Attributes Through Fuzzy Analytical Hierarchy Process and Artificial Neural Network Model

European Journal of Innovative Business Management, Volume 1, 2017, 1 – 6

Maryam Haghshenas




By identifying the needs and demands of the media audience, we can try to include them at all stages of the design and production of the media, thus helping the media industry succeed and provide the user with the satisfaction of the desired product. They provided it and created a user satisfaction by presenting the product in accordance with its requirements. Based on this approach, media users typically present their mental needs in their initial assessments of the presentation of a media product, and then these objective needs systematically and using a wide range of different methods and tools are transmitted to the media product designer. In this regard, decision-making systems play a significant role in the development of the media industry and help media users in the correct and efficient use of media. In this paper, with the goal of designing a decision support system, the general needs and attributes of the media audience have been identified. Then, weights and values of attributes and alternatives are determined by the fuzzy analytical hierarchy process method by media experts. The purpose of the designed model is that decision makers using neural networks and knowing the rank of the media determine the attributes of the audience selected media (for example, TV, Newspaper, Radio, andFacebook), based on the needs of the audience in line with the goals of the studied media organization and help the audience to choose the media.
Key words: Artificial neural network, decision support systems, fuzzy analytical hierarchy process, media, organizations