Best marketing strategy selection using fractional factorial design with analytic hierarchy process

Anas Al-Dawalibi; Ibrahim H Al-Dali; Bandar A Alkhayyal

doi:10.1016/j.mex.2020.100927

Best marketing strategy selection using fractional factorial design with analytic hierarchy process

MethodsX. 2020 May 23:7:100927. doi: 10.1016/j.mex.2020.100927. eCollection 2020.

Authors

Anas Al-Dawalibi¹, Ibrahim H Al-Dali¹, Bandar A Alkhayyal²

Affiliations

¹ Department of Systems Engineering, College of Computer Sciences and Engineering, King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia.
² Engineering Management Department, College of Engineering, Prince Sultan university, Riyadh, Saudi Arabia.

Abstract

Marketing strategies selection for the purpose of increasing the sales revenue is an essential problem that can face any marketing team. Many companies facing difficulties of identifying the best marketing strategy for certain product or service, because the marketing plan involves a large number of strategies (factors) that can affect the sales revenue response. $n^{k - p}$ Fractional Factorials Design has been used as screening experiment to identify the most important factors which have a main effect to response the (sales revenue). Then further decision-making technique has been introduced to compare the criteria of selected strategies (factors) using analytic hierarchy process technique (AHP). Basically, AHP will provides a comprehensive and rational framework for structuring decisions criterial to each main factor where it provides the best factor or marketing strategy that can increase the sales revenue for the company. In which, the suggested methodology aims to enable decision maker the following:•The opportunity to investigate a large number of marketing strategies with minimum experiments run and to enable the decision maker to identify which strategies have significant effect on response.•Select the best marketing strategy that maximize the targeted response (sales revenue).

Keywords: AHP; DOE; Fractional Factorial Design; MCDM; Marketing Strategies Selection; RSM; Screening Experiment.