Abstract
Strategic planning, product design and marketing decisions often require a thorough understanding of consumers' preferences and choice behaviors. This paper describes the use of the Analytic Hierarchy Process (AHP) for eliciting preferences by questionnaire. Using AHP, consumers can comfortably provide quantitative measures of numerous, diverse and intangible influences on their choices. The preference scores are on a ratio scale and can be used directly in a power model of choice that can be used to evaluate hypothetical products and analyze marketing strategies. In a medical application, the choice model accurately predicted behaviors and helped guide design of improved treatments.
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