Style complementarity as a design criterion for decision aids

Managerial style and decision aids are linked through a set of design criteria: style enhancement, style complementarity and ‘filling the gap’. Based on a phenomenology of the aid construct in marketing management the paper shows that marketing managers can and do define style complementarity as their most pertinent criterion. In operational terms this means that data gathering/display and measurement have a higher importance than mathematical programming as an aid in decision making.     

RANK GENERATION,PRESERVATION, AND REVERSAL IN THE ANALYTIC HIERARCHY DECISION PROCESS

Decision making has the objective of finding the best alternative or set of alternatives by considering a number of goals, objectives, criteria, competitors, and other important factors. The analytic hierarchy process is a decision aid used to assist a decision maker in sorting out the complexity of a decision problem and making use of his or her judgments. A decision maker must be assured that the arithmetic operations of any such decision process are the right ones—that they surface the correct ranking and values of the alternatives and preserve or alter ranks appropriately when new alternatives are added or deleted. In this paper it will be shown that with absolute measurement, rank always is preserved, with relative measurement, rank changes with nspect to scveral criteria only because of the structural dependence (involving both numbers and measurements) of criteria on alternatives. A discussion of the effect on rank of replicas and near replicas of the alternatives also is given.     

Consumer preference analysis: A data-driven multiple criteria approach integrating online information

Multiple criteria approaches can assist the product manager to know the consumer preferences in the context of e-commerce. Consumer preference analysis explains what aspects of a product affect and how they affect a consumer’s purchasing decision. This issue plays an important role in e-commerce platforms from its relevance in marketing decisions such as advertisements, recommendations and promotions. In this regard, we propose a data-driven multiple criteria decision aiding (MCDA) approach to integrate online information, such as explicit (e.g., reviews and ratings) and implicit (e.g., clicks and purchases) feedback from consumers. However, MCDA approaches present a critical challenge that even an experienced product manager could find it difficult to pre-define the criteria on which a product is evaluated. To address this issue, our proposed approach first utilizes text-mining techniques to assist the product manager identify the criteria, and then determines and collects the relative importance of the criteria and their values. Given the criteria information, we use a sampling process to provide two indices, the consumer preference index and rank acceptability index. The first index helps in prioritizing the pairwise comparisons of products, while the second one helps in deriving a default ranking list for first-time-registered consumers. We record the products viewed by consumers and generate their preference information in the form of pairwise comparisons for analyses within an aggregation-disaggregation paradigm. We also provide a representative value function to help the product manager gain insight into the preferences. Finally, we describe how a real-world application including the product manager and consumers exploits the proposed approach on an e-commerce platform to take a large step toward aiding more realistic and data-driven multiple criteria decision making.     

An Empirical Investigation of the Effects of Decision Aids on Problem-Solving Processes*

Despite the growing number of investigations examining decision support systems (DSS), relatively few empirical studies have evaluated the effects of DSS on problem-solving processes. This study uses protocol analysis to investigate the impact of a specific decision aid on problem-solving processes in a semi-structured problem. Results indicate that decision aids influence the problem-solving processes of decision makers. The effect of a decision aid is found to be contingent on familiarity with the decision aid, task familiarity, and the interaction of these two factors. Suggestions for incorporating interaction effects and problem-solving processes into future examinations are proposed.     

Data and Model Management in a Generalized MCDM-DSS*

Drawing upon the choice models developed in the multiple criteria decision making (MCDM) area, this paper proposes an architecture for designing an intelligent decision support system (DSS) that is intended to aid in making choices among multiple alternatives along multiple dimensions. It argues that effective support can be provided to the decision maker when the knowledge-based DSS is capable of dynamically selecting choice models appropriate to the domain and context of a particular problem being specified by the decision maker, and of properly applying them to the problem solution. Development of a prototype intended to partially represent application of the architecture is described. The paper concludes with suggestions for research extensions.     

Screening alternatives graphically by an extended case-based distance approach

Screening is a helpful process of multiple criteria decision aid (MCDA) to reduce a larger set of alternatives into a smaller one containing the best alternatives; thereby, decision makers are able to concentrate on evaluating alternatives within a smaller set. Therefore, determining how to assist decision makers in screening is an important issue for MCDA. This study proposes an extended case-based distance approach incorporating the advantages of a case-based distance method, a mixed-integer programming approach of discriminant analysis, and a multidimensional scaling technique to help decision makers screen alternatives visually in MCDA. The proposed approach can screen alternatives by evaluating sets of cases selected by decision makers, providing visual aids to observe decision context, reducing the number of misclassifications, and improving multiple solution problems. An interactive screening procedure is also developed to provide flexibility so that decision makers can check and adjust screening results iteratively.     

Subordinate Participation in Audit Budgeting Decisions: A Comparison of Decisions Influenced by Organizational Factors to Decisions Conforming with the Vroom-Jago Model*

This study examines the role of subordinate participation in the effectiveness of audit hours budget decisions in accounting firms. The study compares decisions influenced by organizational factors (such as organizational policies or the preferences of the superior) to decisions that conform to the Vroom-Jago (VJ) model. Our results indicate that actual level of participation used in budget decisions appears to be based primarily on perceived preferences of superiors and participation styles available under the circumstancesof the individual audit. However, results also indicate that decisions consistent with the Vroom-Jago model are characterized by higher decision quality and increased subordinatedevelopment. Since managers are apparently reluctant to use decision styles that conflictwith organizational factors, accounting firms may wish to gather information regarding the attributes of the decision context and use the VJ model to establish their available decision styles and determine the preferences of superiors. Doing so has the advantage of considering decision-specific attributes while enhancing the probability of manager compliance with a desired decision style.     

Consistency and Accuracy in Decision Aids: Experiments with Four Multiattribute Systems*

There have been a number of multiattribute decision aids developed to aid selection problems. Multiattribute value theory and the analytic hierarchy process are two commonly used techniques. Different systems can result in radically different conclusions if they inaccurately and inconsistently reflect the preference structure of decision makers, or if they are based on inappropriate theoretical models. This study examines the impact of the underlying theoretical model, the method in which preference information is elicited, and the structure of alternatives as influences on the results from using various decision aids. It was found that two systems based on the multiattribute value theory model were just as diverse in their conclusions as were results between AHP and the multiattribute value theory models. Therefore, accuracy of information reflecting decision maker preference is an important consideration. Feedback capable of assuring the decision maker that information provided is consistent is a necessary feature required of decision aids applied to selection problems. The study also found that the way in which information is elicited influenced the result more than did the underlying model. Exact numerical data for complex concepts such as attribute importance and alternative performance on attributes is not necessary, and elicitation procedures that are more natural for the user are likely to be more accurate.     

Effects of Information Sequence and Irrelevant Distractor Information When Using a Computer‐based Decision Aid*

Computer‐based decision aids are intended to support and improve human judgments. Frequently, the largest portion of the design effort is devoted to the technical aspects of the system; behavioral aspects are often overlooked. As a result, the decision aid may be ineffective. An experiment was conducted to examine the effects of two information structure variables that theoretically affect judgments: information sequence and irrelevant distractor information. Auditor subjects made continuing existence judgments for client‐banks after interacting with one of four alternative decision aids. The decision aids are modifications of a system developed by an international CPA firm. Judgments were predicted to be more accurate when: (1) diagnostic information is presented late rather than early in the information sequence and (2) when no irrelevant distractor information is presented. Further, judgment confidence was predicted to be unrelated to either information sequence or irrelevant distractor information. The experimental data support all three predictions.     

A Framework for the Analysis of Error in Conjunctive,Multi-Criteria,Satisficing Decision Processes*

This paper examines the impact of certain types of error on ad hoc, unstructured decision making that incorporates a satisficing strategy in a multi-criteria context using the conjunctive rule. The impacts of error in evaluation and of error in minimal or satisficing levels are systematically modelled for each of the decision criteria. Error functions, analytical expressions, and procedures are developed to obtain information such as the likelihood of correct decision making in the presence of evaluation and minimal criteria level error. These are applied to a specific research design, which is then analyzed. This highlights certain features of decision making in a satisficing context, such as the importance of keeping the number of decision criteria to a minimum. The results yield various insights, some of which confirm information obtained from previous analyses. A major advantage of the framework presented is that it can provide quantitative measurements which support ideas previously couched in qualitative terms only. Although the framework is applied in the context of decision making that uses the conjunctive rule in the case of multiple criteria, other satisficing strategies can be accommodated as well.     

AN EMPIRICAL ASSESSMENT OF COMPUTER-ASSISTED DECISION ANALYSIS*

Decision analysis tools often are used in semistructured and ill-structured situations. While some researchers have argued that computerized decision analysis programs may improve decision quality in such situations, research support for this assertion is weak. In this laboratory study, business students used a computerized decision-analysis program with short strategic-management cases to prepare decision reports. Independent raters' perceptions of aided and unaided decision performance were contrasted, attitudes of students toward the program were assessed, individual differences were correlated with attitudes, and the program's impact on students' perceptions of their decision processes and performance was examined. Student attitudes toward the computerized aid were favorable, and individual differences in reactions generally were as predicted. However, the program did not improve the independent ratings of students' decision reports and recommendations. These findings suggest that computerized decision aids should be adopted cautiously. If such aids result in positive user affect and heightened decision confidence without corresponding improvements in decision quality, they may be dysfunctional. Rigorous research methodologies which incorporate independent evaluations of analyses and decisions are recommended for use in future research on computerized decision-analysis programs.     

Public planning and political strategy

Planning theory and practice derived from corporate experience, management science and rational decision theory have had little influence on decision-making in the public sector. The political environment and organizational complexity of public decision making render conventional approaches to objective, rational, comprehensive planning of limited value in government agencies and in private corporations involved in public policy making. A more effective approach to strategic planning and management must be based on an understanding of the political dynamics through which policies are made. It must adopt a variety of styles directly related to major functions in the policy making process and use a variety of political intervention and influence techniques that facilitate the implementation of plans and policies.     

The Cry Wolf Effect and Weather‐Related Decision Making

Despite improvements in forecasting extreme weather events, noncompliance with weather warnings among the public remains a problem. Although there are likely many reasons for noncompliance with weather warnings, one important factor might be people's past experiences with false alarms. The research presented here explores the role of false alarms in weather‐related decision making. Over a series of trials, participants used an overnight low temperature forecast and advice from a decision aid to decide whether to apply salt treatment to a town's roads to prevent icy conditions or take the risk of withholding treatment, which resulted in a large penalty when freezing temperatures occurred. The decision aid gave treatment recommendations, some of which were false alarms, i.e., treatment was recommended but observed temperatures were above freezing. The rate at which the advice resulted in false alarms was manipulated between groups. Results suggest that very high and very low false alarm rates led to inferior decision making, but that lowering the false alarm rate slightly did not significantly affect compliance or decision quality. However, adding a probabilistic uncertainty estimate in the forecasts improved both compliance and decision quality. These findings carry implications about how weather warnings should be communicated to the public.     

Interactive Multiple Objective Decision Support for Sales Force Sizing and Deployment*

An interactive decision aid is introduced for the deployment of two sales resources: salespeople and sales support staff. The aid consists of a normative sales resource allocation model with five objectives and an interactive multiple objective programming solution procedure. The specific decision problem addressed involves the assignment of salespeople and sales support people to customer accounts and the allocation of the time they spend on these accounts. The authors contribute to the existing sales resource modeling literature by dealing with the deployment of two sales resources and interactively solving this problem with respect to five short-run and long-run objectives of the firm. This approach differs from existing sales force modeling efforts in which the solution is found noninteractively by optimizing a single sales resource model with respect to a single objective, often short-run sales. An application of the decision aid to the deployment problem of an industrial sales force manager is presented. Furthermore, useful extensions of the basic sales resource allocation model are discussed.     

基于CI-TOPSIS的梯形直觉模糊多准则群决策分类方法

模糊群决策分类方法广泛应用于政治、经济与社会生活各个领域,可有效避免个人知识与经验局限性所导致的决策失误。针对信息不完备的多准则群决策问题,提出基于CI-TOPSIS的梯形直觉模糊多准则群决策分类方法。首先,给出梯形直觉模糊集及广义梯形直觉模糊几何聚类算子,兼顾考虑群决策中相应依赖属性与决策者的决策偏好。其次,给出基于离散Choquet积分的TOPSIS算子（CI-TOPSIS）,以此为基础,进一步给出基于CI-TOPSIS的梯形直觉模糊多准则群决策分类步骤,用于确定具有最大可信度群体一致案例比较信息集,并逐步引导决策者给出部分及全部方案的精确分类,充分考虑模糊决策环境下决策者偏好与案例比较信息的级别关系。最后,通过一个投资决策实例对所提出的多准则分类方法进行验证。实例分析表明：该方法克服了决策过程中信息的遗漏,充分保留了决策过程中信息的完备性,更适用于直觉模糊群决策环境下的决策实践,是一种非常有效和科学的方法,可应用推广到更多决策领域。本文所得结论,对于有效解决多人多投资方案的群决策问题,具有一定的借鉴意义。     

Multi-attribute utility methods in group decision making: Past applications and potential for inclusion in GDSS

This paper reviews a variety of studies in which multi-attribute utility theory (MAU) has been used successfully to aid group decision processes and discusses the incorporation of MAU in Group Decision Support Systems (GDSS). GDSS of various levels of automation have been proposed to aid group decision making. A number of commercial GDSSs are available which are capable of aiding generation of alternatives, their evaluation, and selection. Many authors have promoted the incorporation of quantitative decision making models in GDSS. The most appropriate quantitative tool for GDSS is MAU, but MAU has rarely been utilized. The cases reviewed illustrate that the use of MAU techniques is not prohibitively difficult or complex.     

An investigation of company product decision making

This article is concerned with an investigation of the approaches taken by companies in making product decisions. The first part is concerned with a review of the range of product decisions as presented within the literature. This range is established within the context of corporate planning, with a major split between long term strategic planning product decisions, and short term operational planning product decisions. The second part of the article is concerned with the results of a survey that was designed to investigate the criteria that companies use within their product decision making. These criteria included those applicable to strategic planning, but also incorporated a range of criteria applicable to short term operational planning, as proposed in a recent article by Greenley [8]. The overall conclusion to the survey results was that a common and universal approach to product decision making cannot be identified within this sample of companies. A low level of agreement as to the relative degree of importance of the criteria was evident, and, little attention to differentiating product decisions with time was also evident. The results also challenge the importance given by the literature to the concepts of product life cycle, portfolio analysis and synergy. Finally, the author suggests two implications as a consequence of these results.     

Analysis of a complex decision situation — The Simpsons/Simpsons-Sears merger proposal

Many of the decision situations that arise in modern organizations are very complex. Conventional methods of decision analysis have only limited applicability in these situations. This paper describes a method that can be used as an aid to decision making in such situations where interactions between the parties involved are an important factor. The method is illustrated by reference to a recent situation in which there was competition between a number of participants with regard to the future of the firm of Simpsons Ltd of Toronto. The analysis described illustrates the application of a step-by-step procedure that can be used by participants in the analysis of such situations.     

Decision Style in British and Swedish Organizations: A Comparative Examination of Strategic Decision Making

In this paper results from parallel large scale studies of strategic decision making in Sweden and the United Kingdom are reported. Swedish decision makers are found to employ a decision making style which emphasizes negotiation within a restricted group. This style, which involves considerable information search, leads to very long decision times. Strategic decisions in Britain are made among groups which include fewer strongly committed participants. Delays are common and often serious, but do not lengthen the process unduly. Decision styles in both countries include contrasting tendencies which produce a dynamic tension in the decision arena.