Comparison between multiple‐choice and analytic hierarchy process: measuring human perception

Abstract

Abstract The objective of this study is to examine the effectiveness of the multiple‐choice method in measuring human perception. Specifically, the results of comparisons of the answers to two questions on the same issue are shown, each formatted in a different way: multiple‐choice (MC) and Analytic Hierarchy Process (AHP). AHP not only clearly identifies the most important alternative but also the preference for each alternative by each decision‐maker. Therefore, using AHP to analyze the decision‐making process results in a precise clarification of preference for alternatives. Based on public opinion research using AHP, two findings are shown: (1) MC and AHP yield different aggregated rankings of alternatives, and (2) AHP reveals that in modified MC format, which gives respondents the option of indicating their second‐best alternatives, the choice of a second‐best alternative is independent of the difference in the degree of importance between the best and the second best.

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