What is Choice Criteria?

Definition: Choice criteria in a decision model are objectives that can be quantified. In other words, they are goals that can be measured and quantifiably attained.

What Does Choice Criteria Mean?

This might sound strange, but many goals in a company are not measurable. These objectives tend to fall in the marketing realm. For example, when Apple rehired Steve Jobs as the CEO in the late 1990s, one of their goals was to improve the brand and perception of Apple products in the eyes of consumers. How do you measure consumer perception? You can’t really, but you can measure sales.


Increased sales, faster production times, and more timely deliveries are all examples of organizational goals that can be measured and achieved. Each one of these is considered choice criterion in a decision model or table.