
208 Exposure-Response Modeling: Methods and Practical Implementation
be indifferent among these choices, and the value is the utility of 10,000 dollar s
relative to unit utility at 1,000 ,000.
The other issue in ranking outcomes is that in most situations ther e are
multiple, often conflicting, objectives to cons ide r. In the decision to select
the dose, often a higher dose may increase not only efficacy, but also the
risk of AEs. Therefore, dose selectio n is balancing two conflicting objects:
increasing efficiency and reducing risk of AEs. The most common approa ch
to dealing with multiple objectives is to find a measure that summarizes the
multiple objectives; ...