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Authors: Kris Brijs ; Benoît Depaire ; Koen Vanhoof ; Tom Brijs and Geert Wets

Affiliation: Faculty of Applied Economics, Hasselt University, Belgium

Keyword(s): Uninorm’s neutral value, OWA’s orness, customer satisfaction, country-of-origin.

Related Ontology Subjects/Areas/Topics: Advanced Applications of Fuzzy Logic ; Artificial Intelligence ; Artificial Intelligence and Decision Support Systems ; Biomedical Engineering ; Business Analytics ; Data Engineering ; Data Mining ; Databases and Information Systems Integration ; Datamining ; Enterprise Information Systems ; Health Information Systems ; Sensor Networks ; Signal Processing ; Soft Computing

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 orness 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.

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Paper citation in several formats:
Brijs, K.; Depaire, B.; Vanhoof, K.; Brijs, T. and Wets, G. (2007). THE IMPORTANCE OF AGGREGATION OPERATOR CHARACTERISTICS IN MARKETING RESEARCH. In Proceedings of the Ninth International Conference on Enterprise Information Systems - Volume 1: ICEIS; ISBN 978-972-8865-89-4; ISSN 2184-4992, SciTePress, pages 237-246. DOI: 10.5220/0002353702370246

@conference{iceis07,
author={Kris Brijs. and Benoît Depaire. and Koen Vanhoof. and Tom Brijs. and Geert Wets.},
title={THE IMPORTANCE OF AGGREGATION OPERATOR CHARACTERISTICS IN MARKETING RESEARCH},
booktitle={Proceedings of the Ninth International Conference on Enterprise Information Systems - Volume 1: ICEIS},
year={2007},
pages={237-246},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0002353702370246},
isbn={978-972-8865-89-4},
issn={2184-4992},
}

TY - CONF

JO - Proceedings of the Ninth International Conference on Enterprise Information Systems - Volume 1: ICEIS
TI - THE IMPORTANCE OF AGGREGATION OPERATOR CHARACTERISTICS IN MARKETING RESEARCH
SN - 978-972-8865-89-4
IS - 2184-4992
AU - Brijs, K.
AU - Depaire, B.
AU - Vanhoof, K.
AU - Brijs, T.
AU - Wets, G.
PY - 2007
SP - 237
EP - 246
DO - 10.5220/0002353702370246
PB - SciTePress

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