# Effects of the Hybrid CRITIC-VIKOR Method on Product Aspect Ranking in Customer Reviews
## 4 Results and Discussion
These findings suggest that, within the context of this research, the aspect relevancy criterion played a less influential role in determining the ranking of product aspects. By considering the individual performance of each criterion and assigning weights accordingly, the CRITIC method facilitates a comprehensive assessment of criteria importance. This approach ensures that criteria with greater significance are assigned higher weights, thereby enabling a more precise and meaningful ranking of product aspects. For example, Table 7 compares the findings of the proposed CRITIC-VIKOR methodology with the top 15 candidate aspects for the product \"Canon G3\" using the subjective VIKOR method. In Table 7, the ranked aspects from positions 1 to 5 recorded high performance ratings in all of the ranking criteria; hence, the ranking performances of the two approaches are equal until rank 6. Position 6 marked a turning point in the ranking outcomes of candidate aspects. The potential product aspect \"price\" was found at this position by using the CRITIC-VIKOR approach, but the candidate aspect \"software\" was found via subjective VIKOR. This is due to the fact that the \"Aspect Relevancy\" criterion's relative weight in CRITIC-VIKOR is higher than that determined with human judgment in subjective VIKOR, which caused the aspect's weight to be near the ideal response. Additionally, the CRITIC-VIKOR approach gave priority to genuine product aspects like \"resolution,\" which are not among the top 15 aspects in subjective VIKOR, giving the suggested approach an edge. Figures 3-5 show the comparative results of the product aspect rankings using the proposed hybrid CRITIC-VIKOR method and the subjective VIKOR method in terms of NDCG@5, NDCG@10, and NDCG@15. The superior performance of CRITIC-VIKOR in identifying the most relevant product aspects can be attributed to the divergence relationship established among the evaluation criteria by this hybrid method instead of focusing on complementary relationships. The somewhat similar performance of the subjective VIKOR and CRITIC-VIKOR methods, especially for NDCG@5, can be explained by almost the same assumption used for the conflict relationships between pairs of criteria and the dominance of the frequency-based criterion in the aspect ranking process. However, the proposed CRITIC-VIKOR, which considered independence relationships during evaluation, outperformed subjective VIKOR in the other weighting criteria. On average, CRITIC-VIKOR outperformed subjective VIKOR in terms of NDCG@5, NDCG@10, and NDCG@15 by over 3.97, 20.42, and 18.32%, respectively. \begin{table}
\begin{tabular}{c c c} \hline \hline \# & **Subjective VIKOR** & **CRITIC-VIKOR** \\ \hline
1 & camera & camera \\
2 & picture & picture \\
3 & battery & battery \\
4 & size & size \\
5 & mode & mode \\
6 & software & price \\
7 & zoom & zoom \\
8 & quality & flash \\
9 & elph & lens \\
10 & exposure & resolution \\
11 & price & screen \\
12 & card & design \\
13 & flash & printer \\
14 & lens & elph \\
15 & time & software \\ \hline \hline \end{tabular}
\end{table} 
Table 7: The top 15 aspects of the “Canon G3” product as determined by Subjective VIKOR and CRITIC–VIKOR. In summary, the suggested hybrid CRITIC-VIKOR strategy outperforms other current approaches and highlights the significance of interdependent and complementary interactions among the evaluation criteria in product aspect ranking. The outstanding performance of CRITIC-VIKOR can be due to its capacity for locating the most pertinent product details within customer evaluations while concurrently weighing the weight of each option across all parameters. The use of objective weighing utilizing the CRITIC approach is a crucial component of CRITIC-VIKOR's effectiveness. By doing so, the performance is guaranteed to be equivalent to subjective weighting approaches while upholding  
Figure 4: Performance of aspect ranking in terms of NDCG@10. Figure 5: Performance of aspect ranking in terms of NDCG@15.