Comparing on the Basis of Several Attributes: The Example of Multiple Criteria Decision Analysis

Abstract

How to choose a car is probably the multiple criteria problem example that has been most frequently used to illustrate the virtues and possible pitfalls of multiple criteria decision aiding methods. The main advantage of this example is that the problem is familiar to most of us (except for one of the authors of this book who is definitely opposed to owning a car) and it is especially appealing for male decision-makers and analysts for some psychological reason. However, one can object that in many illustrations, the problem is too roughly stated to be meaningful; the motivations, needs, desires and/or phantasms of the potential buyer of a new or second-hand car can be so diversified that it will be very difficult to establish a list of relevant points of view and build criteria on which everybody would agree; the price for instance is a very delicate criterion since the amount of money the buyer is ready to spend clearly depends on his social condition. The relative importance of the criteria also very much depends on the personal characteristics of the buyer: there are various ideal types of car buyers, for instance people who like sportive car driving, or large comfortable cars or reliable cars or cars that are cheap to run. One point should be made very clear: it is unlikely that a car could be universally recognised as the best, even if one restricts oneself to a segment of the market; this is a consequence of the existence of decision-makers with many different “value systems”.