Reflecting Emotional Aspects and Uncertainty in Multi-expert Evaluation: One Step Closer to a Soft Design-Alternative Evaluation Methodology

Abstract

Modelling to generate alternatives (MGA)an approach to optimization aiming on providing not one, but more feasible solutions as different from each other as possible, all with the values of the objective function close to the optimal value (see e.g. Brill, Chang and Hopkins 1982 or Yeomans 2011).Kansei engineeringit is a consumer-oriented approach to product design based on the reflection of less tangible aspects such as feelings concerning the product in the design process. The aim is to inspire specific feelings by the features of the design alternative (see Nagamachi 1995;Jindo, Hirasago and Nagamachi 1995;or Kobayashi and Kinumura 2017).Kansei adjectives -Kansei words in the form of adjectives, i.e. words describing customers' or consumers' needs, feelings and perceptions concerning the product (see e.g. Jiao, Zhang and Helander (2006) for a Kansei mining system).Kansei taggroup or cluster of Kansei adjective corresponding to the same concept or basic emotion (Xu and Wunsch (2009) provide an example of a clustering algorithm suitable for the creation of Kanseiadjectives clusters, i.e. Kansei tags).Likert scalea psychometric measurement instrument popularized by Likert (see e.g. Likert ( 1932)) frequently used in questionnaires. Likert scales are discrete scales with linguistic labels on the agreedisagree or similar continuums, which are supposed to be symmetrical with respect to the middle point (either present in the scale itself, or theoretical; e.g. strongly agree, agree, undecided, disagree, strongly disagree) of the scale. Usually the equidistance of the scale-values is assumed.Semantic differentiala method proposed by Osgood, Suci and Tannenbaum (1957) for the measurement of attitudes. The method utilizes discrete bipolar-adjective scales to get input information and uses factor analysis to define the semantic space and represents the attitude towards a concept (or its connotative meaning) as a point in this n-dimensional semantic space.

The voter's guide to the galaxy—a multiple-criteria fuzzy decision-support tool for voters and a fresh take on election survey methods

“…In this case we would expect that 𝑀 𝑁 𝑑 for all 𝑖 1, … ,6. Then the overall strength supporting the claim "Respondent u should consider voting for party v." can be calculated as 𝑠𝑢𝑝𝑝𝑜𝑟𝑡 ∈ 0,1 using (6).…”

“…This means that we can afford to focus on several key issues that overall capture the attitude (or ideology) of the party and of the voter to be supported by the proposed system. Several tools for the assessment of agreement of one's attitudes with those of others that deal with the closeness of the attitudes (including their uncertainty) in the semantic space are already available [5,6]. Even though various types of consensus have recently been proposed for these methods [7] and the attitudes can be represented with the corresponding uncertainty stemming from the data input method as well as from the nature of the decision-makers and the concepts being assessed, these methods require a more complex data input method than would be desirable in the context of voter decision-support with multiple key areas being considered.…”

Recent Advances in Business Analytics. Selected papers of the 2021 KNOWCON-NSAIS workshop on Business Analytics

“…The design of the method and the application of the kappa function in combination with a simple assessment of (un)certainty or relevance of the provided evaluation is particularly suitable for those evaluation problems where laymen (in terms of risk/uncertainty representations) are evaluating, and where either less tangible or less usual criteria are being used, or where the alternatives are complex, abstract or novel in some way. The area of design management and design evaluation comes to mind as a first representative [53], [61]. But the applications are much wider and include social sciences and business in general, the evaluation of alternatives with emotional value for the evaluators, the assessment of risk, etc.…”

“…One of these methods, the semantic differential method by Osgood, Suci and Tannenbaum [52] is going to be investigated in this paper. We will describe the main principles of this method, briefly recall its recent interval-valued generalization [53], [54] and identify how the concepts intended for the capturing of intangible characteristics can be applied in the multiplecriteria evaluation and multi-expert evaluation setting. We will particularly focus on those aspect that are crucial in the original definition of this tool and have psychological value (such as partial projectivity, the requirement on the bipolar adjectives scales being non-descriptive for the evaluated alternative/concept, etc.)…”

KNOWCON 2022. Knowledge on Economics and Management: Conference Proceedings

“…This format is intended to allow for the distinction between really neutral values (middle point of the evaluation scale) and answers that represent the inability of the respondent to provide an answer/score (stemming from perceived incompatibility of the scale with the concept, a low level of understanding of the scale etc.). The applications of the IVSD method have been proposed for the management of design process (Stoklasa et al, 2019b), in the area of multi-expert evaluation and consensus reaching (Stoklasová et al, 2022) and recently, proposals for the adoption of the IVSD ideas in multiple-criteria decision-making have been made (Stoklasová, 2021).…”