Applying the AHP Model and Set-function Model to Marketing Analysis and Developing the Analysis Software

Abstract

This study basically performs market analysis by the AHP model and set-function model. The AHP models have supported decision makings. We analyze how individual respondents evaluate each alternative when the AHP model used for marketing analysis. By using set-functions, different characteristics can be analyzed by the answerers. By using the set-function model, we are able to store the rank information of the answers and able to analyze the interaction among evaluation values. Therefore, we provide new viewpoints of data analysis, especially marketing analysis. Finally, we make a software(set-function machine) in Python to analyze the set-function representation of the AHP models and show the new interpretations of AHP models by the software.