Published Dec 23, 2009
Yuji Sato


The objective of this study was to examine the effectiveness of multiple-choice method, ranking method, rating method and the application of Analytic Hierarchy Process in measuring human perception. The AHP not only clearly identifies the most important alternative but also the preference for each alternative by each decision maker. Therefore, using AHP to analyze the decision-making process may result in a precise clarification of preference for alternatives. Based on survey researches on social issues, the results offered some evidence that the application of the AHP was superior to traditional questionnaire methods in representing human perceptions.

How to Cite

Sato, Y. (2009). HOW TO MEASURE HUMAN PERCEPTION IN SURVEY QUESTIONNAIRES. International Journal of the Analytic Hierarchy Process, 1(2).


Download data is not yet available.
Abstract 16172 | PDF Downloads 2334



survey questionnaire, multiple-choice, ranking, rating, Feeling Thermometer

Downing M.Steven. (2004). Reliability: on the Reproducibility of Assessment Data, Medical Education,
38(9), 1006–1012.
Inglehart, R. & Abramson, P. (1993). Values and Value Change of Five Continents, paper presented at the
1993 Annual Meeting of the American Political Science Association, Washington D.C., September 1-5.
Jerard, K. (1995). Writing multiple-choice test items Practical Assessment, Research and Evaluation,
Judd, C. M., Smith, E. R. & Kidder, L. H.(1991). Research Methods in Social Relations. Sixth Edition.
Orlando: Harcourt Brace & Co.
Kabashima, I. (1998). Seiken Koutai to Yuken-shya no Taido Henyou. Tokyo: Bokutaku-shya (in
Saaty, T.L. (1980). The Analytic Hierarchy Process. New York: McGraw-Hill.
Saaty, T.L. (1994). Highlights and Critical Points in the Theory and Application of the Analytic
Hierarchy Process, European Journal of Operational Research, 52, 426-447.
Sato, Y. (2003). Comparison between Ranking Method and the Analytic Hierarchy Process in Program
Policy Analysis, Proceedings of the Seventh International Symposium on the Analytic Hierarchy Process,
Sato, Y. (2004). Comparison Between Multiple-choice and Analytic Hierarchy Process: Measuring
Human Perception, International Transactions in Operational Research, 11(1), 77-86.
Sato, Y. (2005). Questionnaire Design for Survey Research: Employing Weighting Method, Proceedings
of the Eighth International Symposium on the Analytic Hierarchy Process, ISSN 1556-830X.
Sato, Y. (2007). Administrative Evaluation and Public Sector Reform: An Analytic Hierarchy Process
Approach, International Transactions in Operational Research, 14(5), 445-453.
Traugott, W. Mike & Lavrakas, J. Paul. (2000). The Voter’s Guide to Election Polls, 2ed. New York:
Chatham House Publishers, Seven Bridges Press, LLC.
Webber, A., Apostolou, B. & Hassell, J.M. (1997). The Sensitivity of the Analytic Hierarchy Process to
Alternative Scale and Cue Presentations, European Journal of Operations Research, 96, 351-362.