Choosing an evaluation method
In this chapter we have considered a variety of techniques for evaluating ideas. These range from the very simple to the quite complex. When choosing an appropriate method, one should examine the advantages and disadvantages of each in relationship to the problem which is being studied so that an appropriate choice can be made. Thus while, for example, reverse brainstorming may seem an appealing method it may not be suitable for all kinds of problems. Indeed, it may be that more than one method may need to be applied. This is particularly the case where an evaluation by reverse brainstorming produces a number of attractive options, but where it is difficult to differentiate between their various appeals and to put them into some kind of rank order. Under such circumstances a rating procedure may be required to enable the various options to be ranked.
In other circumstances, of course, it may be possible to select from a range of options without having recourse to simple or elaborate evaluation models such as those we have outlined above. If this is the case, then one should not feel that it is a requirement that an evaluation model should be used.
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