Electric Car Case Study

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With almost instantly rising fuel prices, most people are forced to look for ways in which they can reduce their fuel costs. Next to that, awareness regarding the CO2 footprint produced by conventional cars becomes higher and higher. Over the past years people started switching to smaller vehicles, often diesel engines, in order to reduce costs and CO2 footprint. The introduction of the electric car tries to continue this trend by becoming the main system of transportation (Ing, 2011). It is however questionable why opinions regarding acceptation of electric cars are so wide spread. Next to that it is questionable whether there is a clear picture of the general opinion regarding the acceptation of electric cars in such a complex multi actor…show more content…
Although following these guidelines will ultimately contribute to the quality of the group decision and is even preferable to the Delphi method (Lai, 2002), individual differences between decision-makers are analyzed in none of the procedures. This is due to the fact that usually when applying AHP the assumption is made that the group is homogeneous. However, in complex systems groups are mostly heterogeneous (de Bruin & ten Heuvelhof, 2008). Besides this, strategic behavior can be shown by only asking input of a group with the same perspective. This leads to the following problem statement: AHP is misused in complex systems where participants have different agendas and assign different weights/perspectives to different sections. The focus of the problem is on the part where a group seeks an outcome that represents the input as provided by all participants. The identified problem arises when the environment of application is complex and multiple actors are involved. When the method is not used in a proper way, misleading outcomes can be perceived which can have far reaching consequences. Therefore, in the current situation, when AHP is applied in complex multi actor environment, the outcome will be an unsuccessful process. The figure on the next page visualizes the…show more content…
Develop A, B, C guidelines for group participation in decision making” (R. W. Saaty, 1987). Often AHP group decision-making takes place in heterogeneous environments after which averages are being calculated or consensus is formed. However, one of the assumptions when applying AHP is that groups participating in such an analysis are homogeneous. As stressed in this research, groups participating in AHP without being homogeneous will provide misleading outcomes. In this research it is elaborated on why most groups are heterogeneous. The accompanying suggestion is that sub groups need to be created before starting the AHP analysis in order to fulfil the assumption that participating groups are homogeneous. When insight regarding better use of AHP in complex multi actor systems can be obtained, every conclusion will contribute to the scientific knowledge within the AHP field. When added value can be proven in this research it can become a future standard for AHP application in complex multi-actor situations. If relevant conclusions can be drawn this will save future researchers a lot of time looking for

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