摘要
本文提出建立模糊偏序关系矩阵的可行途径，以大学生广告媒体偏好实验为例，论证了采用本文所建立的模糊偏序关系矩阵进行排序的方法是研究消费者广告偏好的一种较佳的方法。同时讨论了模糊偏序法的利与弊。
this study, a feasible way of establishing the matrix of a fuzzy partial ordering relation (FPOR) is Provided. An experiment of advertising preference is conducted in which the method using the matrix to form an order has been proven to be one of the best methods to make n ordinal scale Implications of the FPOR method are also discussed.
出处
《中国管理科学》
CSSCI
1997年第1期57-64,共8页
Chinese Journal of Management Science
关键词
广告
消费心理
模糊偏序关系
Fuzzy partial ordering relation, Advertising preference, Matrix
