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This paper proposes improvements to pairwise group decision making based on fuzzy preference relations in three ways. First, it extends the fuzzy preference relation representation using linguistic labels. Decision makers may express their preference relations in linguistic labels which are more practically implementable for solving group decision making problems. Second, it modifies the computational procedures by using fuzzy sets representation and computation, and by avoiding the use of strict threshold values. This allows natural representation, preserves the preference accuracy, and produces more intuitively meaningful solutions. Finally, it considers fuzzy criteria of the alternatives explicitly. Solutions are first derived based on each criterion, and then by using neat ordered weighted average (OWA) operator the final solutions which accommodate all criteria are determined. The proposed method is verified for solving fuzzy group decision making problems, i.e., advertising media selection cases.

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