Abstract
In this paper, a new multi-criteria procedure is devised for new product development decision-making made from survey data. Groups of panelists evaluate several product categories regarding different criteria, each one through a specific qualitative scale, which ultimately will guide decision-makers to develop a new product in a specific category. These qualitative scales are equipped with ordinal proximity measures that collect the perceptions about the proximities between the terms of the scales by means of ordinal degrees of proximity. The linguistic assessments provided by panelists are compared with the highest terms of the corresponding qualitative scales. In order to aggregate the obtained ordinal degrees of proximity, a homogenization process is provided. It avoids any cardinalization procedure in the ordinal proximity measures associated with the ordered qualitative scales used for assessing the alternatives regarding different criteria. Products categories are ranked taking into account the medians of the homogenized ordinal degrees of proximity.
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