Falkner, C. H.Verter, V.2016-02-082016-02-0819910013-791Xhttp://hdl.handle.net/11693/26178The separation of the evaluation attributes into two distinct subsets, objective and subjective measures, is discussed. The use of normalization over the alternatives for each subjective attribute is shown to lead to erroneous choices in certain situations. © 1991 Taylor and Francis Group, LLC.EnglishArticle10.1080/00137919108903058