Pairwise Comparison
David Menichelli, Glenn H. Mazur · 2025
This chapter deals with a rigorous prioritization methodology taken from analytic hierarchy process: pairwise comparison. First, the pros and cons of this method are discussed so that the reader can judge the effort or employ a simpler method. Then the basic pairwise comparison theory is outlined using simple linear algebra. The quantitative evaluation of customer needs using natural language is then introduced to take into account Weber–Fechner law and improve prioritization accuracy. Numerical methods suitable to implement the pairwise comparison with a spreadsheet as well as the correct procedure to average responses from multiple customers are presented, together with examples. Finally, practical recommendations to efficiently carry out a pairwise comparison with customer and avoiding common mistakes are given.