An approach to evaluating the risk of marketing with hesitant fuzzy information

The problem of evaluating the risk of marketing with hesitant fuzzy information is the multiple attribute decision making (MADM) problems. In this paper, we investigate the multiple attribute decision making (MADM) problems for evaluating the risk of marketing with hesitant fuzzy information. We utilize the hesitant fuzzy choquet ordered averaging (HFCOA) operator to aggregate the hesitant fuzzy information corresponding to each alternative and get the overall value of the risk of marketing, then rank the venture capital project and select the most desirable one(s) by using the score functions of hesitant fuzzy values. Finally, an illustrative example for evaluating the risk of marketing is given to verify the developed approach and to demonstrate its practicality and effectiveness.