(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
comparisons. The weight assigned to each perspective and criterion may be estimated
from the data or subjectively by decision makers. It would be desirable to measure the
consistency of the decision makers’ judgment. AHP provides a measure through the
consistency ratio (C.R.) which is an indicator of the reliability of the model. This ratio
is designed in such a way that the values of the ratio exceeding 0.1 indicate
inconsistent judgment.
Application
The sample company consists of a family of 4 major channels and own almost
900 staff. There are 3 new program projects in the case study. The decision committee
includes 3 managers. We depict AHP selecting process as follow.
Step 1. Hierarchy construction and problem structuring
Reviewing literatures about BSC, we collect criteria for new program projects
selection of Taiwanese TV companies. The Likert 9 point scale questionnaires based
on criteria of BSC are sent to 48 executives to obtain the importance of criteria for
selecting the new program projects. According to the geometric mean values, we
choose top 4 criteria under each perspective to structure the hierarchy for new
program projects selecting, as shown in Figure 1.
Table 1. Definitions and literatures of selecting criteria.
Criteria Definition Literatures
C1: Profit The profitability of new Cebeci (2009); Liao and Chang
program.
(2010).
C2: Cost The cost of new program. Lee, Chen, and Chang (2008);
Chen, Huang, and Cheng (2009);
Liao and Chang (2009a); Liao
and Chang (2009b); Tseng
C3: Budget Budget management.
(2010).
Liao and Chang (2009a); Liao
and Chang (2009b); Liao and
Chang (2010).
C4: New market New market expansion. Hubbard (2009).
C5: Audience The satisfaction index of
audience.
Eilat, Golany, and Shtub (2008);
Lee, Chen, and Chang (2008);
Chen, Huang, and Cheng (2009);
Liao and Chang (2009a); Liao
and Chang (2009b); Wu, Tzeng,
and Chen (2009); Liao and Chang
(2010); Tseng (2010); Yüksel and
Dağdeviren (2010).
C6: Brand The reputation of brand. Cebeci (2009); Liao and Chang
(2009a).
C7: New audience New audience acquisition. Chang, Tung, Huang, and Yang
(2008); Chen, Huang, and Cheng
(2009); Hubbard (2009); Wu,
Tzeng, and Chen (2009); Tseng
(2010); Yüksel and Dağdeviren
(2010).
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