• Behrije RAMAJ-DESKU University “Haxhi Zeka”, Kosovo
  • Vlora BERISHA University “Haxhi Zeka”, Kosovo
  • Thellenza LATIFI University “Haxhi Zeka”, Kosovo
  • Alma LOKA University “Haxhi Zeka”, Kosovo


Various researchers in Iran, Germany, Central Taiwan, Brazil and U.S have selected to apply the combined Delphi technique and AHP method in their studies. These two techniques have been used to rank and identify factors, elements, importance measurement, expert perceptions of a topic, etc.

The areas where these studies, and we are based on our analysis, are tourism industry and beverage industry but the focus falls on marketing, social media, content marketing, e-commerce and e-business.

The general purpose of this paper is to address in general terms the Delphi technique and AHP method.


[1] Bakhshimazdeh, M., and Alikhasi, M. 2015. Analysis of strategic and organisational factors of mobile government by using fuzzy approach. International Journal of Business Information Systems, 19(1), 119. DOI:
[2] Bhushan, N., and Rai, K. 2004. Strategic Decision Making Applying the Analytic Hierarchy Process. In R. Roy (Ed.), Journal of Chemical Information and Modeling, 53(9). DOI:
[3] Brouwer, W., et al. 2008. An Exploration of Factors Related to Dissemination of and Exposure to Internet-Delivered Behavior Change Interventions Aimed at Adults: A Delphi Study Approach. Journal of Medical Internet Research, 10(2). DOI:
[4] Ceku, B., and Kola, F. 2011. Metoda e Kerkimit (in Albanian)
[5] Chen, M. K., and Wang, S. C. 2010. The use of a hybrid fuzzy-Delphi-AHP approach to develop global business intelligence for information service firms. Expert Systems with Applications, 37(11): 7394–7407. DOI:
[6] Erffmeyer, R. C., Erffmeyer, E. S., and Lane, I. M. 1969. The Delphi Technique: An Empirical Evaluation of the Optimal Number of Rounds. Group & Organization Studies, Volume: 11 issue: 1-2, page(s): 120-128. DOI:
[7] Ghotbifar, F., Marjani, M. R., and Ramazani, A. 2017. Identifying and assessing the factors affecting skill gap in digital marketing in communication industry companies. Independent Journal of Management & Production, 8(1): 1–14. DOI:
[8] Giannarou, L., and Zervas, E. 2014. Using Delphi technique to build consensus in practice. International Journal of Business Science and Applied Management, 9(2): 65–82. Available at:,Zervas.pdf
[9] Grisham, T. 2009. The Delphi technique: a method for testing complex and multifaceted topics. International Journal of Managing Projects in Business, 2(1): 112–130. DOI:
[10] Habibi, A., Sarafrazi, A., and Izadyar, S. 2014. Delphi technique theoretical framework in qualitative research. The International Journal of Engineering and Science, 3(4): 8–13. Available at:
[11] Hamidi, H. 2016. A combined fuzzy method for evaluating criteria in enterprise resource planning implementation. International Journal of Intelligent Information Technologies, 12(2): 25–52. DOI :
[12] Helmink, L. 2013. Objectives, strategies and indicators for social media marketing. August, 58. Available at:
[13] Hsu, C.-C., and Sandford, B. A. 2012. The Delphi Technique: Use, Considerations, and Applications in the Conventional, Policy, and On-Line Environments. In Online research methods in urban and planning studies: Design and outcomes (pp. 173–192). IGI Global. DOI:
[14] Jolson, M. A., and Rossow, G. L. 1971. The Delphi Process in Marketing Decision Making. Journal of Marketing Research, 8(4): 443–448. DOI:
[15] Klaiber, U., Hermanus, T., and Mason, R. B. 2015. E-business developments and skills requirements in the retail sector. Corporate Ownership and Control, 12(4CONT3): 383–397. DOI:
[16] Lee, T. and Liu, R. 2011. Strategy formulation for the recreational areas of Central Taiwan: An application of SWOT (strengths, weaknesses, opportunities, threats) analysis. Journal of Hospitality Management and Tourism, 2: 38–47. Available at:
[17] Maniyan, A., et al. 2015. A framework for e-marketing implementation by interpretive approach in beverage industry. Journal of Executive Management, 7(14): 135–153.
[18] Mejía Trejo, J. 2017. e-Business Innovation Conceptual Model: Towards a Reference Framework for SME’s. Entreciencias: Diálogos En La Sociedad Del Conocimiento, 5(15). DOI:
[19] Mousavi, S. S. 2012. Effective Elements on E-Marketing strategy in Tourism Industry (Case study Germany and Iran Airlines, Tour Operator and Chain Hotels). University Trier Faculty VI. E_Marketing_strategy_in_Tourism_Industry.pdf
[20] Pagani, M. 2009. Roadmapping 3G mobile TV: Strategic thinking and scenario planning through repeated cross-impact handling. Technological Forecasting and Social Change, 76(3): 382–395. DOI:
[21] Palazzo, M., and Vollero, A. 2015. Conceptualizing content marketing: a Delphi approach. Mercati E Competitività, 1: 25–44. DOI:
[22] Rowe, G., and Wright, G. 2001. Expert Opinions in Forecasting: The Role of the Delphi Technique. Principles of Forecasting, 125–144. DOI:
[23] Saaty, T., and Vargas, L. 2012. Models, Methods, Concepts & Applications of the Analytic Hierarchy Process. Driven Demand and Operations Management Models (Vol. 175). DOI:
[24] Saaty, T. L. 2008. Decision making with the analytic hierarchy process. International Journal of Services Sciences, 1(1), 83. DOI:
[25] Safa, F., Mohammad, C., Mehdi, M., and Hossein, M. 2013. A Delphi of Expert Perceptions of Problems in Implementing Electronic Commerce for Horticultural Products. African Journal of Agricultural Research, 8(18): 2072–2079. DOI:
[26] Serra, B., Storopoli, J. E., Pinto, C. F., and Serra, F. R. 2013. Mídias sociais e negócios: um estudo delphi. Revista Ibero-Americana de Estratégia, 12(1): 236–253. (in Portuguese)
[27] Shrestha, R. K., Alavalapati, J. R. R., and Kalmbacher, R. S. 2004. Exploring the potential for silvopasture adoption in south-central Florida: An application of SWOT-AHP method. Agricultural Systems, 81(3): 185–199. DOI:
[28] Stitt-gohdes, W. L., and Crews, T. B. 2004. The delphi technique: a research strategy for career and technical education. Journal of Career and Technical Education, 20(2): 55–67. Available at:
[29] Varini K., M. H. 2006. An Investigation of Expert Predictions of Profit Optimisation Opportunities from Information Communication Technologies (ICTs) in the Hotel Sector. In M. J. Hitz M., Sigala M. (Ed.), Information and Communication Technologies in Tourism. Springer.
How to Cite
RAMAJ-DESKU, Behrije et al. THE THEORETICAL ASPECT OF DELPHI TECHNIQUES AND AHP METHOD. Theoretical and Practical Research in the Economic Fields, [S.l.], v. 11, n. 1, p. 67-75, july 2020. ISSN 2068-7710. Available at: <>. Date accessed: 06 aug. 2020. doi: