Paired Comparison Analysis is an activity for evaluating a small range of options by comparing them against each other. It is an easy and useful tool for rating and ranking alternatives for decision making where evaluation criteria are subjective.

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Paired Comparison Analysis
A Practical Tool for Evaluating Options and Prioritizing Solutions

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Definition
Paired Comparison Analysis is a technique for evaluating a small range of
options by comparing them against each other.
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It provides valuable insights to assist in making a well-informed decision.

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Uses
Useful when you need a structured method to compare and prioritize
options based on specific criteria or attributes.
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Evaluates the relative importance of the different options when selecting among them.

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Applications
Used in various fields such as decision-making, project prioritization, and
performance evaluation.
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To choose the most compelling project or problem to solve
To select the alternative that will be the most effective
To rank items based on their relative importance
To identify the most significant issues or factors contributing
to a problem

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When to Use?
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When the alternatives are
completely different
Where there is little
objective data to base our
decision on
When comparing different
subjective options

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Examples of Use
Selecting the product idea or concept design for a new product before it
goes into production.
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Examples of Use
Deciding which skills, qualifications and experience are essential when
hiring people for a new role.
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The Paired Comparison Matrix
The paired comparison matrix will ensure that each comparison is made
only once to avoid duplicating a comparison.
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Option A Option B Option C Option D
Option A A vs. B A vs. C A vs. D
Option B B vs. C B vs. D
Option C C vs. D
Option D
The matrix should ensure that it does not allow comparisons of an option with itself.

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The Paired Comparison Matrix
In addition to comparing each option with every other option, you can include
additional information in the paired comparison matrix including weighting and
aggregating the comparisons to calculate overall scores or rankings for each option.
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Option A Option B Option C Option D
Option A A vs. B A vs. C A vs. D
Option B B vs. C B vs. D
Option C C vs. D
Option D
Count
Rank

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The Paired Comparison Matrix
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Option A Option B Option C Option D
Option A A vs. B A vs. C A vs. D
Option B B vs. C B vs. D
Option C C vs. D
Option D
Count 1 2 0 3
Rank 3 2 4 1
It provides however a basis for
further thoughts and analyses
The highest-ranking alternative is not
necessary the most important

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Steps for Implementing Paired Comparison Analysis
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With your team, identify the options to be evaluated against each others
• Identify the evaluation criterion to help you make the decision (for example, the
most important or the easiest to implement).

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Steps for Implementing Paired Comparison Analysis
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Place all options in both the left-hand column and the top row of the matrix
• In each blank cell, compare each option in the row with an option in the column,
then type the one better meeting the criteria.
• Provide space to add comments or justifications for the comparisons.
B
A
A
A
B
B

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Steps for Implementing Paired Comparison Analysis
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Repeat the process until all possible pairs are evaluated
• Count the number of times each option has been chosen.
• Rank the options according to their counts.
• Consider the options with the highest ranking.
Count
Rank

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Example – How to Spend Your Coming Summer Holidays
Consider the scenario where you need to decide how to spend your
upcoming summer holidays, and you have four ideas under consideration.
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A: Write a book B: Take a course C: With family D: Long walks
A: Write a book B C D
B: Take a course C B
C: With family C
D: Long walks
Count 0 2 3 1
Rank 4 2 1 3

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Example – How to Spend Your Coming Summer Holidays
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A: Write a book B: Take a course C: With family D: Long walks
A: Write a book B,3 C,1 D,2
B: Take a course C,1 B,1
C: With family C,1
D: Long walks
Count 0 2 3 1
Weight 0 4 3 2
Score 0 8 9 2
Rank 4 2 1 3
You may give a weighted score to each comparison (0 means no difference, and 3
means major difference). Here, the ranking will be based on the final weighted scores.

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Example – Asking a Team about their Highest Motivators
The following is an example that uses the paired comparison analysis to
identify and rank the top motivators for a team.
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A B C D E F G H I
A: Appreciation A A A A A A A A
B: Achievement C B B B G B B
C: Work condition C C C G C C
D: Power D D G D I
E: Creativity F G E I
F: Interest G F I
G: Financial benefits G G
H: Relationship I
I: Self development
Count 8 5 6 3 1 2 7 0 4
Rank 1 4 3 6 8 7 2 9 5
The team has selected
‘Appreciation’ to be
their top motivator,
followed by ‘financial
benefits.’

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Further Information
If it’s a team exercise, the selection of people
should be based on their knowledge of the
subject matter.
Further solutions can be developed by mixing
the positive aspects of a number of solutions.
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Further Information
Paired comparison analysis can be used in
performance reviews or assessments to
compare the performance of individuals based
on various criteria.
It can also be used to evaluate the preferences
of consumers for different products or services.
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