Multi-Criteria Decision Making in Marketing by Using Fuzzy Rough Set

Abstract

Most of the marketing problems are complex and unstructured due to the business dynamics and considerable uncertainty involved in the operating environments. Hence decision making in marketing involves evaluation of several parameters and thus multi criteria decision makings are a good choice in most of the decision-making tasks like supplier selection; market places selection; target marketing; etc. This chapter begins with a brief introduction of the theory of rough set which is an intelligent technique for handling uncertainty aspect in the data. However, the notions of fuzzy rough set and intuitionistic fuzzy rough (IFR) sets are defined, and its properties are studied. Thereafter rough set on two universal sets has been studied. In addition, intuitionistic fuzzy rough set on two universal sets has been extensively studied. Furthermore, this chapter shows that intuitionistic fuzzy rough set can be successfully practiced in decision making problems.