Steps (3) and (4) are normally repeated until a uniform result is achieved for a particular
topic. Furthermore, a literature review and expert interviews can integrate recurrent
ideas expressed in a survey. Step (2) is then simplified to replace conventionally adopted
survey methods. The modified Delphi method, on the other hand, is a simplification of
the abovementioned procedure (Murry and Hammons, 1995), which not only saves time
but also allows experts participating in the study group to focus on the study issue. More
specifically, the modified Delphi method does not use an open questionnaire; instead,
it uses reference literature to develop a structured questionnaire for the first round.
This study adopts the modified Delphi method to identify the evaluation criteria for
selecting media agencies, which is determined using anonymous expert interviews and
a survey of statistical outcomes regarding the research subject. Delbecq et al. (1975) suggested that the appropriate number of members in the Delphi method group would be between five and nine individuals. This study employed a decision-making group comprising nine experts.