Paired Comparison Analysis

PAIRED COMPARISON ANALYSIS

1. BACKGROUND
“Paired Comparison Analysis “is   based on the law of comparative judgment which was conceived by L L.Thurstone ( An American   engineer –cum- psychologist   )   in 1927.   Thurstone have a lot of contribution   in the fields of test theory, psychophysics,   measurement of attitudes and the study of human intelligence. Perhaps his best-known input was the development of multiple-factor analysis   (an approach for determining the number and nature of unobserved constructs giving rise to relationships among observed variables).

2. INTRODUCTION Paired comparison analysis is also known as “Paired Choice Analysis”. In modern day terminology, it is more aptly described as a model that is used to obtain weights of objects and comparisons of the extremity of an attitude expressed within statements. It is a decision making tool and generally refers to any process of comparing entities in pairs to judge which of each pair is preferred or has a greater amount of some quantitative property. The method is widely used in the study of preferences, attitudes, voting system, social /public choices and can be conducted individually or in groups.

3. DEFINITION
“It is defined as a good way of weighting up the relative importance of available options”.
OR
“It is defined as a process in which a range of plausible option is listed ,each option is compared against each of the other options, determining the preferred option in each case, results are then tallied with each other to find an overall winner(Or the option with the highest score is preferred as a viable option or is declared as a preferred option)”

4. PROCESS OF PAIRED COMPARISON ANALYSIS
(Steps to conduct the Paired Comparison Analysis)
The steps given are followed for using this technique:
STEP-I
List the options you will compare. Assign a letter (A, B, C, D, and so on) to each option.
STEP-II
Mark the options as rows and...