Perspective of Using Analytic Hierarchy Process in the Procedure of Conjoint Analysis

Abstract

In this paper, we discuss how to incorporate the analytic hierarchy process (AHP) into conjoint analysis (CA). When conducting a CA, analysts must make policy alternatives of attributes and their levels. The more the number of attributes and its level, the greater is the number of alternatives, which can increase the burden of addressing a questionnaire. The characteristics of AHP can be useful in controlling this problem. This paper aims at deriving the overall evaluation value of AHP from the CA questionnaire. This will help us propose a new perspective of using AHP in the procedure of CA.