Conjoint measurement in multiple objective decision making: A new approach (Q1069438)

A new methodology for estimating the objective function in a multiple objective mathematical programming model is presented. A decision maker is required to provide pairwise preferences, or rank orders, of a set of solutions to the multiple objective problem. Conjoint measurement is then applied to this preference information to estimate parameters of an assumed utility function. Simulation tests support the method as being mathematically tractable, while a laboratory study with human decision makers provides encouraging results for the practicality of the technique.