Would you buy a used car with data envelopment analysis?

This article shows how data envelopment analysis, conventionally used for comparing Decision Making Units, can be used to tackle the problem of comparing and ultimately choosing a particular product to purchase. This will be illustrated with two examples – choosing a new computer and buying a second hand car. DEA provides much richer information about the product space than other methods, and this can also be useful from the point of view of marketing and product development.