Assessing Tradeoffs in Plan Evaluation: A Behavioral Approach by J.J. Louviere and Jay Baker, 1979

(1979) Assessing Tradeoffs in Plan Evaluation: A Behavioral Approach by J.J. Louviere and Jay Baker, 1979. University of Northern Iowa

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Abstract

Increasingly popular matrix-type plan evaluation procedures are often applied without sufficient attention being given to derivation of weights placed on goals and to the form of the "scoring" function used in integrating the various effects of the plans. Two empirical studies indicate the sensitivity of the procedures to choice of weight derivation technique and challenge the use of a linear scoring function. A detailed discussion of the theoretical motivation for employing a functional measurement approach in weight assessment and scoring function specification is presented and then illustrated in a third empirical comparison analysis. The theory-based procedure is shown to be superior on several grounds.