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A comparison of three weight elicitation methods: good, better, and best

  • Bottomley, Paul A.
  • Doyle, John R.
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    This paper compares the properties and performance of three weight elicitation methods. It is in effect a "second round contest" in which the Bottomley et al. (2000) champion, direct rating (DR), locks horns with two new challengers. People using DR rate each attribute in turn on a scale of 0-100, whilst people using Max100 first assign to the most important attribute(s) a rating of 100, and then rate the other attributes relative to it/them. People using Min10 first assign the least important attribute(s) a rating of 10, and then rate the other attributes relative to it/them. The weights produced by Max100 were somewhat more test-retest reliable than DR. Both methods were considerably more reliable than Min10. Using people's test-retest data as attribute weights on simulated alternative values in a multi-attribute choice scenario, the same alternative would be chosen on 91% of occasions using Max100, 87% of occasions using DR, but only 75% of occasions using Min10. Moreover, the three methods are shown to have very distinct "signatures", that is profiles relating weights to rank position. Finally, people actually preferred using Max100 and DR rather than Min10, an important pragmatic consideration.

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    Article provided by Elsevier in its journal Omega.

    Volume (Year): 29 (2001)
    Issue (Month): 6 (December)
    Pages: 553-560

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    Handle: RePEc:eee:jomega:v:29:y:2001:i:6:p:553-560
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    1. Leon, Orfelio G., 1997. "On the Death of SMART and the Birth of GRAPA," Organizational Behavior and Human Decision Processes, Elsevier, vol. 71(3), pages 249-262, September.
    2. Doyle, John R. & Green, Rodney H. & Bottomley, Paul A., 1997. "Judging Relative Importance: Direct Rating and Point Allocation Are Not Equivalent," Organizational Behavior and Human Decision Processes, Elsevier, vol. 70(1), pages 65-72, April.
    3. Sujan, Mita, 1985. " Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments," Journal of Consumer Research, University of Chicago Press, vol. 12(1), pages 31-46, June.
    4. Jaccard, James & Brinberg, David & Ackerman, Lee J, 1986. " Assessing Attribute Importance: A Comparison of Six Methods," Journal of Consumer Research, University of Chicago Press, vol. 12(4), pages 463-68, March.
    5. Weber, Martin & Borcherding, Katrin, 1993. "Behavioral influences on weight judgments in multiattribute decision making," European Journal of Operational Research, Elsevier, vol. 67(1), pages 1-12, May.
    6. Alba, Joseph W & Hutchinson, J Wesley, 1987. " Dimensions of Consumer Expertise," Journal of Consumer Research, University of Chicago Press, vol. 13(4), pages 411-54, March.
    7. Robert T. Eckenrode, 1965. "Weighting Multiple Criteria," Management Science, INFORMS, vol. 12(3), pages 180-192, November.
    8. Paul J. H. Schoemaker & C. Carter Waid, 1982. "An Experimental Comparison of Different Approaches to Determining Weights in Additive Utility Models," Management Science, INFORMS, vol. 28(2), pages 182-196, February.
    9. Rüdiger von Nitzsch & Martin Weber, 1993. "The Effect of Attribute Ranges on Weights in Multiattribute Utility Measurements," Management Science, INFORMS, vol. 39(8), pages 937-943, August.
    10. Andrew Comrey, 1950. "A proposed method for absolute ratio scaling," Psychometrika, Springer, vol. 15(3), pages 317-325, September.
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