
192 Applying Analytics: A Practical Introduction
decision environment, but no analytic modeling should proceed until I also
explore my objectives.
9.3 Determining and Structuring Objectives
Decisions are complex and in many cases the decision maker is unsure which
alternative he prefers – that’s why analytic support is helpful. Part of the
complexity arise s because decision makers often have multiple objectives they
would like to achieve with a single decision. For example, when I buy a car I
have several objectives: I want the car to be safe, look stylish, and fit within
my budget, amongst other cr iteria. Unfortunately, the c ar that looks the most ...