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http://dx.doi.org/10.5351/KJAS.2016.29.5.921

A comparative study on validity of AHP and conjoint analysis: a case of cosmetics preference  

Lee, Ji Hye (Department of Applied Statistics, University of Suwon)
Jeong, Hyeong Chul (Department of Applied Statistics, University of Suwon)
Publication Information
The Korean Journal of Applied Statistics / v.29, no.5, 2016 , pp. 921-933 More about this Journal
Abstract
In this paper, we consider the comparisons of the personal preferences of analytic hierarchy process (AHP) and conjoint analysis (CA) which contain very relatively small number of alternatives. However, a direct performance comparison is not easy because these two methods have a much different process to achieve the final decision. Therefore, we adopt a validity and reference method with empirical case study for cosmetics preference of female college students. In case study, conjoint analysis has the merit of measuring internal validity; however, AHP has the merit of measuring predictive validity.
Keywords
analytic hierarchy process; conjoint analysis; decision making; preference; validity;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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