•asking customers to weigh criteria is so fraught with error that it is easier and no less accurate (if more
than 6 criteria)just to ask them to rank them.
–ask the question, " if an alternative
scored 0 on all criteria (worst
possible alternative) and you could improve just
one score from worst to best, which criteria would you choose to improve”?
–pair-wise
fashion by selecting two criteria and asking, “If an alternative could only meet one of these, which criteria would you choose”.