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An empirical comparison of three variants of the AHP and two variants of conjoint analysis

โœ Scribed by Rajendra Mulye

Publisher
John Wiley and Sons
Year
1998
Tongue
English
Weight
200 KB
Volume
11
Category
Article
ISSN
0894-3257

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โœฆ Synopsis

This paper provides an empirical comparison of two methods of attribute valuation: the analytic hierarchy process (AHP) and conjoint analysis. Variants within each approach are also examined. The results of two empirical studies indicate that the methods dier in their predictive and convergent validity. Within the AHP methods no signiยฎcant dierence in predictive validity was found. Within the conjoint methods, the ranking method signiยฎcantly outperformed the rating method. The dierence in predictive validity between the AHP and conjoint methods was signiยฎcant in the second study but not in the ยฎrst study, suggesting superior performance of the AHP over conjoint analysis in complex problems.

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