THE IMPORTANCE OF AGGREGATION OPERATOR CHARACTERISTICS IN MARKETING RESEARCH

Kris Brijs, Benoît Depaire, Koen Vanhoof, Tom Brijs, Geert Wets

2007

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 Harvard Style

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 2: ICEIS, ISBN 978-972-8865-89-4, pages 237-246. DOI: 10.5220/0002353702370246


in Bibtex Style

@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 2: ICEIS,},
year={2007},
pages={237-246},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0002353702370246},
isbn={978-972-8865-89-4},
}


in EndNote Style

TY - CONF
JO - Proceedings of the Ninth International Conference on Enterprise Information Systems - Volume 2: ICEIS,
TI - THE IMPORTANCE OF AGGREGATION OPERATOR CHARACTERISTICS IN MARKETING RESEARCH
SN - 978-972-8865-89-4
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