using ahp method to rank obstacles to improving professional ethics in sport media

the aim of this study was to use ahp method to rank the obstacles to improving professional ethics in sport media. in the first step, the existing obstacles were identified by review of literature, searching the authentic websites and finally interview with sport media experts. after this step, the hierarchy tree was portrayed to rank the obstacles and then the analytical hierarchy process (ahp) questionnaire (including 57 dual comparisons of obstacles) was designed and distributed among 35 experts who comprised the statistical population of this study. after extracting the initial data, the dual comparison matrixes for criteria were formed at diverse levels and the comparative weight of each obstacle was estimated and ranked in its own sub-criterion using row total method. then, the level weight of each obstacle was estimated through multiplying comparative weights in comparative weights of the related weight at higher levels. the results showed that at the 2nd level, organizational obstacles (0.42 level weight), the 3rd level, obstacles pertinent to personnel (0.257 level weight), the 4th level, lack of education and expertise in sport and media among sport media managers (0.098 level weight) and finally at the 5th level, changing the values (0.022 level weight) were the most important obstacles.