Jr. Doyle et al., JUDGING RELATIVE IMPORTANCE - DIRECT RATING AND POINT ALLOCATION ARE NOT EQUIVALENT, Organizational behavior and human decision processes, 70(1), 1997, pp. 65-72
Citations number
19
Categorie Soggetti
Psychology, Applied",Management,"Psychology, Social
In this series of experiments we investigate two commonly used methods
of assigning numerical values (i.e., decision weights) to attributes
in order to signify their perceived relative importance. The two metho
ds are to ask people to directly rate each of the attributes in turn (
Rating), or to allocate a budget of points (typically 100 points) to t
he attributes (Point Allocation or PA). These procedures may seem to b
e minor variants of one another, yet they produce very different profi
les of decision weights. The differences are predicted by a simple, id
ealized model of weighting, from which Rating and PA, in different way
s, exhibit consistent elicitation-dependent bias. (C) 1997 Academic Pr
ess.