A Process View to Evaluate and Understand Preference Elicitation

Journal Article (2015)
Author(s)

S. Nikou (Åbo Akademi University)

Jozsef Mezei

Peter Sarlin

Affiliation
External organisation
DOI related publication
https://doi.org/10.1002/mcda.1544
More Info
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Publication Year
2015
Language
English
Affiliation
External organisation
Volume number
22
Pages (from-to)
305–329

Abstract

This paper focuses on multi-attribute design problems in which several quantitative and/or qualitative attributes aresimultaneously involved. Preference elicitation methods dealing with decision-makers’preferences are often employed tosolve such problems. The present paper proposes a conceptual framework that considers preference elicitation as a processshaped by the interaction of different factors including the researcher, methodology, questionnaire and respondent in a givencontext, at the same time. The aim of the framework is to assist in choosing a decision support tool among various multi-attribute decision-making methods, as well as in evaluating and understanding preference elicitation results. To illustrateand exemplify the use of the framework, it is applied to a real-world case of end user preferences of mobile serviceplatforms. We make use of two methods that are suitable for such a setting: analytic hierarchy process and conjointanalysis. Albeit with considerable discrepancies, the results show that both methods provide insightful information onthe principle. Nonetheless, to a large degree, these methods perform differently in the case of non-complex tasks andunknowledgeable respondents, which the process view aids in evaluating and understanding. Copyright © 2015 JohnWiley & Sons, Ltd.

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