Developing a well-designed market survey questionnaire will ensure that surveyors get the information they need about the target market. Traditional sampling survey via questionnaire, which rates item by linguistic variables, possesses the vague nature. It has difficulty in reflecting interviewee's incomplete and uncertain thought. Therefore, if we can use fuzzy sense to express the degree of interviewee's feelings based on his own concept, the sampling result will be closer to interviewee's real thought. In this study, we propose the fuzzy sense on sampling survey to do aggregated assessment analysis. The proposed fuzzy assessment method on sampling survey analysis is easily to assess the sampling survey and evaluate the aggregative evaluation. (C) 2008 Elsevier Ltd. All rights reserved.
