FUZZY LOGIC
"Everything is a matter of degree"

This Fuzzy Principle became one of the 16 principles announced in the 1997 ESOMAR Congress in Edinbourg.

Applications of Fuzzy Logic to the Marketing Research, first introduced to research world in 1996 ESOMAR Conference held in Istanbul, followed in 1997 Edingourg.

The key concept behind fuzzy logic is Linguistic Variables by which, it is possible to extend ordinary number variables to linguistic domain. This is called "Fuzzification" or "Fuzzy quantization" in the literature.

For an obvious example let us take a person's age, normally this variable is a number and therefore, a member of the set of real numbers. But, if we allow this variable to take linguistic values such as "Young", "Grown up" or "Old" then this ordinary number variable assumes a meaning. All these concepts Young, Grown up and old now become the members of a fuzzy subset of linguistic variable age. Consider a person at age of 30 and ask the question; How old is a person at age of 30? With the notion above, this person neither young, nor grown up or old, but all, up to a certain degree. Take a look at the following chart,

LINGUISTIC Variables
An ordinary example : Age (a usual variable and takes numerical values)

According to the Fuzzy understanding “Age Variable" can take conceptual values such as Young, Adult , Old. For example; consider a 30 year old person and ask “how old is he/she?”. According to the new understanding this person is neither young nor adult or old. On the other hand he/she is belong to each group up to a point. The above chart summarizes this logic.

FADE® (FUZZY AD Evaluation) ve FCS® (Fuzzy Customer Satisfaction) are the two fuzzy reseach tools developped by DAP.

Example for FADE;

For more information about Fuzzy logic as well as to learn the implementation of the model in Marketing research , please call Erkani Keyman who is the creator of this model.