Is it practical to use Analytic Hierarchy Process (AHP) to determine the relative importance of the dimensions of the RFM model ?

10 December 2023 0 8K Report

I am a marketing PhD student in the process of completing a thesis about RFM model and its uses to estimate the lifetime value of a customer (CLV), based on the sales database of a ceramic manufacturing company, for which I work in the marketing department. In this case, do I determine the weights of the RFM model based on my good knowledge of it and my experience in the Ceramic field? or should I rely on AHP, which is directed to decision makers in the company who do not know anything about RFM?

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