Engineer Lila Guerrero - Buenos Aires - Argentina

The objective of this paper is to present the close correlation between market research asÊ an essential tool for decision making and fuzzy logic-mathematics, which facilitates the refinement of very well known and widely spread techniques. In addition to "measuring" the consumer's behaviour-attitudes, fuzzy mathematics helps to determine the possible distance between the different preference orders, without resorting to arbitrary assumptions.

Key words: fuzzy logic - fuzzy mathematics - fuzzy sets - questionnaires - behaviour - attitudes - subjectivity