A Multicriteria Decision Model Application for Managing Group Decisions

This paper demonstrates how a multicriteria decision model (MCDM) using an analytic hierarchy process (AHP) can overcome the difficulties arising from the complexity, subjectivity and lack of group consensus in the evaluation of advertising agency selection criteria. The model was applied to a publishing house reviewing their selection procedures, providing a list of prioritized values of agency criteria, which ultimately influence agency selection. It was discovered how the level of potential decision making influence, or power, affects the overall group priorities and rankings of criteria by comparing three computer simulations for allocating power amongst the group using Expert Choice Software. The findings suggested that dominant power may not always be critical in affecting group rankings. Any critical level of dominance was subsequently identified using sensitivity analysis. By encouraging reflection and revision, the technique has much potential for improving contributions amongst the group, and restraining critical levels of dominance.