16 Int. J. Operational Research, Vol. 18, No. 1, 2013 Copyright © 2013 Inderscience Enterprises Ltd. Developing a new neutral DEA model for media selection in the existence of imprecise data Majid Azadi and Reza Farzipoor Saen* Department of Industrial Management, Faculty of Management and Accounting, Islamic Azad University, Karaj Branch, P.O. Box: 31485-313, Karaj, Iran Fax: 0098-(261)-4418156 E-mail: majid.azadi.edu@gmail.com E-mail: farzipour@yahoo.com *Corresponding author Ehsan Momeni Department of Industrial Engineering, Islamic Azad University, Firouzkoh Branch, P.O. Box 148, Firouzkoh, Iran E-mail: ehs_momeni@yahoo.com Abstract: An appropriate advertising media selection has a strategic significance for every firm. Media selection problem is an important yet complex decision which requires careful consideration of multiple criteria. One of the techniques that can be used for selecting the media is data envelopment analysis (DEA). Neutral data envelopment analysis (NDEA) model is one of the new models in data envelopment analysis (DEA). In many real world applications, data are often imprecise. A successful approach to address uncertainty in data is to replace crisp data via imprecise data, leading to imprecise DEA (IDEA). In this paper, an imprecise NDEA (INDEA) model is developed for media selection. Finally, a numerical example demonstrates the application of the proposed model. Keywords: media selection; imprecise data; data envelopment analysis; DEA; neutral data envelopment analysis; NDEA. Reference to this paper should be made as follows: Azadi, M., Saen, R.F. and Momeni, E. (2013) ‘Developing a new neutral DEA model for media selection in the existence of imprecise data’, Int. J. Operational Research, Vol. 18, No. 1, pp.16–34. Biographical notes: Majid Azadi is a consultant in the area of management. In 2009, he received his Master in Industrial Management in the field of operational research from the Islamic Azad University, Science and Research Branch in Iran. He has published 20 papers in international journals. Reza Farzipoor Saen is an Associate Professor at the Department of Industrial Management, Islamic Azad University, Karaj Branch in Iran. In 2002, he obtained his PhD in Industrial Management from the Islamic Azad University, Science and Research Branch in Iran. He has published over 92 refereed papers