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Determination of Multiplicative Utility Function Based on the Pair-wise Comparisons  

Kim, Kyung-Mo (School of Advanced Materials and Systems Engineering, Kumoh National Univeristy of Technology)
Publication Information
Journal of Korean Society for Quality Management / v.33, no.1, 2005 , pp. 64-72 More about this Journal
Abstract
The ever increasing demand for enhanced competitiveness of engineered products requires "designing-in-quality" strategies that can effectively and efficiently incorporate concepts of uncertainty and quality into design. Multi-attribute utility function is commonly used to represent the decision-maker's preference on multiple design attributes under conditions of uncertainty and risk. One of the major issues in implementing this approach concerns the generation of appropriate utility function, especially in a complex engineering design environment. Typically, the decision maker's preference is revealed through lottery questions rather than being structured on the deductive reasoning to reflect the nonlinear tradeoffs among the attributes. The use of such intuitive procedures can lead to inexact preference information that may result in inaccuracy and rank reversal problems. This paper presents an alternative procedure based on the pair-wise comparisons between design alternatives towards a consistent preference presentation in assessing multiplicative utility function. The effectiveness of the overall procedures is tested with the aid of an injection-molding process design for a capacitor can and the results are discussed.
Keywords
Multiresponse; Multiplicative Utility; Pair-wise Comparisons;
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