Skip to main content

The Predictive Power of the Self Explicated Approach and the Analytic Hierarchy Process: A Comparison

  • Conference paper
  • 1215 Accesses

Part of the book series: Lecture Notes in Economics and Mathematical Systems ((LNE,volume 448))

Abstract

The Analytic Hierarchy Process uses pairwise comparisons to determine the weights of criteria and the desirability of the levels. In the Self Explicated Approach the decision maker rates them explicitly. In this study we have compared the predictive power of these two approaches. The predictive power of both methods is tested with respect to the choice, the ranking and the preference scores of two sets of alternatives. The results of the laboratory study with 180 participants indicate that the Self Explicated approach, even with less input data, can show better results than the Analytic Hierarchy Process.

This is a preview of subscription content, log in via an institution.

Buying options

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   84.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD   109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Akaah, LP., P.K. Korgaonkar: An Empirical Comparison of the Predictive Validity of Self-Explicated, Huber-Hybrid, Traditional Conjoint, and Hybrid Conjoint Models. J. of Marketing Res. XX (1983) 187–197.

    Google Scholar 

  2. Belton, V.: A comparison of the Analytic Hierarchy Process and a simple multiattribute value function. EJOR 26 (1986) 7–21.

    Article  Google Scholar 

  3. Cattin, P.C., D.R. Wittink: Commercial Use of Conjoint Analysis: A Survey. J. of Marketing 46 (1982) 44–53.

    Article  Google Scholar 

  4. Elrod, T., J.J. Louviere, S.D. Krishnakumar: An Empirical Comparison of Ratings-Based and Choice-Based Conjoint Models. J. of Mar. Res XXIX (1992) 368–377.

    Article  Google Scholar 

  5. Forman, E.H.: Facts and fictions about the analytic hierarchy process, Mathematical Computer Modelling 17 (1993) 19–26.

    Article  Google Scholar 

  6. Green, P.E., F.J. Carmone, Y. Wind: Subjective evaluation and conjoint measurement. Behavioral Science 17 (1972) 288–299.

    Article  Google Scholar 

  7. Green, P.E., K. Helsen, B. Shandler: Conjoint Internal Validity under Alternative Profile Presentations. J. of Consumer Res. 15 (1988) 392–397.

    Article  Google Scholar 

  8. Green, P.E., V. Srinivasan: Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice. J. of Marketing 54 (1990) 3–19.

    Article  Google Scholar 

  9. Hauser, J.R., F.S. Koppelman: Alternative Perceptual Mapping Techniques: Relative Accuracy and Usefulness. J. of Marketing Res. XVI (1979) 495–506.

    Article  Google Scholar 

  10. Huizingh, K.R.E., H.CJ. Vrolijk: Extending the applicability of the AHP. SOM Research Report 94244, University of Groningen 1994.

    Google Scholar 

  11. Hwang, C.L., K. Yoon: Multiple Attribute Decision Making: Methods Applications, A State-of-the-Art Survey. Springer-Verlag, New York 1981.

    Google Scholar 

  12. Johnson, E., R.J. Meyer, S. Ghose: When choice models fail: Compensatory models in negatively correlated environments. J. of Mar. Res. 12 (1989) 169–177.

    Google Scholar 

  13. Kamenetzky, R.D.: The relationship between the analytic hierarchy process and the additive value function. Dec. Sciences 13 (1982) 702–713.

    Article  Google Scholar 

  14. Leigh, T.W., D.B. MacKay, J.O. Summers: Reliability and Validity of conjoint analysis and self-explicated weights. J. of Marketing. Res. XXI (1984) 456–462.

    Article  Google Scholar 

  15. Mohanty, R.P., S. Venkataraman: Use of the AHP for Selecting Automated Manufacturing Systems. Int. J. Oper. & Prod. Man. 13 (1993) 45–57.

    Article  Google Scholar 

  16. Narasimhan, R, S.K. Vickery: An Experimental Evaluation of Articulation of Preferences in MCDM Methods. Dec. Sciences 19 (1988) 880–888.

    Article  Google Scholar 

  17. Saaty, T.: A Scaling Method for Priorities in Hierarchical Structures. J. of Mathematical Psychology 15 (1977) 234–281.

    Article  Google Scholar 

  18. Saaty, T.: The Analytic Hierarchy Process. McGraw-Hill, New York 1980.

    Google Scholar 

  19. Saaty, T.: Absolute and relative measurement with the AHP, the most livable cities in the united states. Soc. Ec. Planning Sc. 20 (1986) 327–331.

    Article  Google Scholar 

  20. Schoemaker, P.J.H., C.C. Waid: An Experimental Comparison Of Different Approaches to Determining Weights in Additive Utility Models. Man. Science 28 (1982) 182–196.

    Article  Google Scholar 

  21. Timmermans, H.: Hybrid and Non-Hybrid Evaluation Models for Predicting Outdoor Recreation Behavior: A Test of Predictive Ability. Leisure Sc. 9 (1985).

    Google Scholar 

  22. Tscheulin, D.: Ein Empirischer Vergleich der Eignung von Conjoint-Analyse und AHP zur Neuproduktplannung. Zeitschrift fur Betriebswirtshaft (1991) 1267–1279.

    Google Scholar 

  23. Van der Lans, I.A., W.J. Heiser: Constrained part-worth estimation in conjoint analysis using the self-explicated utility model. Int. J. of Res. in Marketing 9 (1992) 325–344.

    Article  Google Scholar 

  24. Yu, P.L.: Multiple Criteria Decision Making: Concepts, Techniques, and Extensions. Plenum Press, New York 1985.

    Google Scholar 

Download references

Author information

Authors and Affiliations

Authors

Editor information

Editors and Affiliations

Rights and permissions

Reprints and permissions

Copyright information

© 1997 Springer-Verlag Berlin Heidelberg

About this paper

Cite this paper

Huizingh, E.K.R.E., Vrolijk, H.C.J. (1997). The Predictive Power of the Self Explicated Approach and the Analytic Hierarchy Process: A Comparison. In: Fandel, G., Gal, T. (eds) Multiple Criteria Decision Making. Lecture Notes in Economics and Mathematical Systems, vol 448. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-59132-7_15

Download citation

  • DOI: https://doi.org/10.1007/978-3-642-59132-7_15

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-540-62097-6

  • Online ISBN: 978-3-642-59132-7

  • eBook Packages: Springer Book Archive

Publish with us

Policies and ethics