A Process View to Evaluate and Understand Preference Elicitation

A1 Journal article (refereed)


Internal Authors/Editors


Publication Details

List of Authors: Nikou Shahrokh, Mezei Jozsef, Sarlin Peter
Publisher: Wiley
Publication year: 2015
Journal: Journal of Multi-Criteria Decision Analysis
Volume number: 22
Issue number: 5/6
Start page: 305
End page: 329


Abstract

This paper focuses on multi-attribute design problems in which several quantitative and/or qualitative attributes are
simultaneously involved. Preference elicitation methods dealing with decision-makers’ preferences are often employed to
solve such problems. The present paper proposes a conceptual framework that considers preference elicitation as a process
shaped by the interaction of different factors including the researcher, methodology, questionnaire and respondent in a given
context, at the same time. The aim of the framework is to assist in choosing a decision support tool among various multiattribute
decision-making methods, as well as in evaluating and understanding preference elicitation results. To illustrate
and exemplify the use of the framework, it is applied to a real-world case of end user preferences of mobile service
platforms. We make use of two methods that are suitable for such a setting: analytic hierarchy process and conjoint
analysis. Albeit with considerable discrepancies, the results show that both methods provide insightful information on
the principle. Nonetheless, to a large degree, these methods perform differently in the case of non-complex tasks and
unknowledgeable respondents, which the process view aids in evaluating and understanding.
This paper focuses on multi-attribute design problems in which several quantitative and/or qualitative attributes are simultaneously involved. Preference elicitation methods dealing with decision-makers’ preferences are often employed to
solve such problems. The present paper proposes a conceptual framework that considers preference elicitation as a process shaped by the interaction of different factors including the researcher, methodology, questionnaire and respondent in a given context, at the same time. The aim of the framework is to assist in choosing a decision support tool among various multiattribute decision-making methods, as well as in evaluating and understanding preference elicitation results. To illustrate
and exemplify the use of the framework, it is applied to a real-world case of end user preferences of mobile service platforms. We make use of two methods that are suitable for such a setting: analytic hierarchy process and conjoint analysis. Albeit with considerable discrepancies, the results show that both methods provide insightful information on the principle. Nonetheless, to a large degree, these methods perform differently in the case of non-complex tasks and unknowledgeable respondents, which the process view aids in evaluating and understanding.


Keywords

Analytic Hierarchy Process, Conjoint analysis, Mobile Service Platform, preference elicitation

Last updated on 2019-13-12 at 05:03