Scale transformation of analytical hierarchy process to Likert weighted measurement method: an analysis on environmental consciousness and brand equity

Abstract

The interdisciplinary research has found relevance in every field of data analysis, interpretation and decision making applications. The choice of important variables along with the criteria gives rise to the immense reliance of the researchers on quantitative data. The flexibility of choosing between scales for decision making, give rise to a new era of translation of scales. It also aids the researcher to reduce their efforts put in the data collection process. It needs more expertise to select the appropriate tool and scales for measuring the variables and their impact. For this purpose this piece of work is an attempt to convert Saaty's 9 point scale used for analytical hierarchy process (AHP) to a generalised Likert scale for ranking. Analytical hierarchy process (AHP) is an appropriate multicriteria decision making model, which suits the prioritising of variables for decision making process. But AHP is a much complex technique and involves the high computational ability. This research article attempts to reduce the computational ability, and adopts a novel model known as a Likert weight measurement method (LWMM), this lightweight model is widely accepted. In psychometric feedback LWMM is universally established scaling technique and in this case has been used to prioritise environmental conscious attributes and activities for improving brand equity.