In paired comparison analysis, also known as paired choice analysis, a range of options are compared and the results are tallied to find an overall winner. A range of plausible options is listed. Each option is compared against each of the other options, determining the preferred option in each case. The results are tallied and the option with the highest score is the preferred option. This technique may be conducted individually or in groups. It may include criteria to guide the comparisons or be based on intuition following an open discussion of the group. A paired choice matrix or paired comparison matrix can be constructed to help with this type of analysis.

http://en.wikipedia.org/wiki/Paired_comparison_analysis

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