Solving multiattribute design problems with analytic hierarchy process and conjoint analysis: An empirical comparison

The results show that both methods give useful models of the respondents' preferences. However, inspecting the utility functions determined in detail reveals considerable discrepancies between them. Most of the measures used for comparison indicate AHP to be the better choice for the special decision situation considered. In order to get a more general recommendation, we categorize different types of MADP and discuss the applicability of AHP and CA.