
SECTION
10.7
Multiple Attribute Analysis: Identification and Importance
and used to select the best alternative. The criterion has been the maximization
of
the equivalent value
of
PW,
AW,
ROR, or the
B/C
ratio. As we are all aware,
most evaluations do and should take into account multiple attributes in
decision making. These are the factors labeled
as
noneconomic at the bottom
of
Figure
1-
I,
which descri bes the primary elements in performing an engineering
economy study. However, these noneconomic dimensions tend to be intangible
and often difficult, if not impossible, to quantify directly with economic and
other scales. Nonetheless, among the many attributes that can be identified, there
are key ones that must be considered in earnest before the alternative selection
process
is
complete. This and the next section describe some
of
the techniques
that accommodate multiple attributes
in
an engineering study.
Multiple attributes enter into the decision-making process in many studies.
Public sector projects are excellent examples
of
multiple-attribute problem solv-
ing. For example, the proposal to construct a dam to form a lake in a low-lying
area or to widen the catch basin
of
a river usually has several purposes, such as
flood control; drinking water; industrial use; commercial development; recre-
ation; nature conservation for fish, plants, and birds; and possibly other less ob-
vious purposes. High levels
of
complexity are introduced into the selection
process
by
the multiple attributes thought to be important
in
selecting an alterna-
tive for the dam's location, design, environmental impact, etc.
The left side
of
Figure 10-5 expands steps 4 and 5 to consider multiple attri-
butes. The discussion below concentrates on the expanded step 4, and the next
section focuses on the evaluation measure and alternative selection
of
step 5.
4-i
Attribute identification Attributes to be considered in the evaluation
methodology can be identified and defined by several methods, some much bet-
ter than others depending upon the situation surrounding the study itself. To seek
input from individuals other than the analyst
is
important; it helps focus the study
on key attributes. The following
is
an incomplete listing
of
ways
in
which key
attributes are identified.
• Comparison with similar studies that include multiple attributes.
• Input from experts with relevant past experience.
• Surveys
of
constituencies (customers, employees, managers) impacted by the
a
lt
ernatives.
• Small group discussions using approaches such
as
focus groups, brainstorm-
ing, or nominal group technique.
• Delphi method, which is a progressive procedure to develop reasoned con-
sensus from different perspectives and opinions.
As an illustration, assume that Continental Airlines has decided to purchase
five new Boeing 777s for overseas flights, primarily between the North American
west coast and Asian c
iti
es, principally Hong Kong, Tokyo, and Singapore. There
are approximately
8000 options for each plane that must be decided upon by en-
gineering, purchasing, maintenance, and marketing personnel at Continental be-
fore the order to Boeing
is
placed. Options range in scope from the material and
color
of
the plane's interior
to
the type
of
latching devices used on the engine
cowlings, and
in
function from maximum engine thrust to pilot instrument design.
365