Preference Measurement The key to incorporating soft variables

The preference measurement described in Chapter 5 can be used for a great variety of choices or decisions:

• Choice of a holiday destination on criteria such as price, travel distance, sports facilities, and cultural events;

• Choice of a consumer product on criteria such as price, score in consumer tests, user friendliness, and expected service from a nearby dealer;

• Choice of a supplier on criteria such as price, expected service, reputation, and personal relation with the managing director.

Experience with those applications shows that this method not only helps to make the decision, but that it also increases awareness of the relative weight the decision maker attaches to the various criteria. The method is particularly useful for extremely complex cases involving many alternatives and many criteria.

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