Paired Comparison Analysis

Here's another one folks for those of you who are checking blogs at 11:35 pm on a Sunday. So the paired comparison analysis "helps you to work out the importance of a number of options relative to each other." http://www.mindtools.com/pages/article/newTED_02.htm
This can be very useful when objective data is not in great supply. So the best way to use it is in comparison of two things, or as the article put it, "apples with oranges". This is actually ironic because I just quit a job (for reasons I with holding) that we sold one cable/internet product and compared it against another. The firm went through price, capabilities, client support, the whole 9 yards of it. But it can also be used, of course, on a much higher decison making business level. Like when it would be better to invest more into a new advertising campaign, a piece of machinery, or whatever. But the catch is, like I stated earlier, you have no objective data. So when your priorities are a little, let's say, foggy, or are comparable in importance, paired comparison analysis is a way to help you make a decision. But you can be the judge of that.