An Optimal and Quasi-optimal Alternatives Determination in the Multicriteria Marketing Researches

  • A. M. ShikhalevEmail author
  • D. P. Vorontsov
  • G. R. Khamidullina
  • D. B. Solovev
Conference paper
Part of the Smart Innovation, Systems and Technologies book series (SIST, volume 138)


The problem of multicriteria choice is considered at the example of marketing researches. The problem is solved in two stages. At the first stage it is necessary to find the alternative which is optimal to the all used criteria. The intermediate stage is the ranging of other alternatives compares to the optimal which has gained the majority of conditional points. The second stage is concerned with the actions of the decision-making person (DMP) for the most objectifying choice of quasioptimum alternatives. Then with the considerable size of the alternatives set the optimum alternative is complemented with the quasioptimal list solutions by the decision-making person in two stages. On the first stage the decision-maker determines the size of some threshold value in the interactive mode. Next, on the second stage after the clustering with the author’s method of randomized ranks elements of the studied set and displaying the range to the chart of alternatives corrects the initial choice. This correction depends on the revealed clusters elements coloring as injective prototypes mapping i.e. the elements of color of the standardized colors range for the images which are the investigated areas of the explored region. The display of a prototype (as color) to the areas image generally could have the surjective character when the remained classes and their elements are painted by the last range color which obviously marks not the quasioptimum alternatives areas of the explored region.


Decision-making problems Optimization Fuzzy sets Clustering Mappings Color 



Authors expressed their gratitude to the members of the Department of geography and cartography and to the members of the Quality management Department of Kazan (Volga region) Federal University for their substantial remarks at the discussion on materials of the present article.


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© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Kazan Federal UniversityKazanRussian Federation
  2. 2.Far Eastern Federal UniversityVladivostokRussia
  3. 3.Vladivostok Branch of Russian Customs AcademyVladivostokRussia

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