A Principle for Corner Store Positioning under Intrinsic Modeling for Traffic Orientation*

This paper presents the following normative positioning principle in convenience store competition at an intersection. In countries where traffic advances on the right (left) side of the street, other things being equal, a convenience corner store should locate clockwise (counterclockwise) adjacent to the already established stores. This principle is established within a spatial framework emphasizing the relationship among the following: consumer-driver preferences, relative volume of traffic movements, and store potential at different corners. The analysis demonstrates the dependence of competitor strategy on available locations, sequence of positioning, and utility considerations.     

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.     

Marketplace Competition in the Personal Computer Industry*

A decision regarding development and introduction of a potential new product depends, in part, on the intensity of compeitition anticipated in the marketplace. In the case of a technology-based product such as a personal computer (PC), the number of competing products may be very dynamic and consequently uncertain. We address this problem by modeling growth in the number of new PCs as a stochastic counting process, incorporating product entries and exits. We demonstrate how to use the resulting model to forecast competition five years in advance.     

A Prototype Expert Decision Support System for the Market Appraisal of the Single Family Residence

The assessment of the current market value of residential property is a potential source of anxiety for the typical homeowner. Common criticisms of the existing appraisal process include excessive subjectivity and inconsistency across properties and through time. This paper examines the nature of decision support required for valuation decisions and the appropriateness of applying expert system technologies to evaluate the recoverable value of the single-family residence. The expert system approach allows for the integration of the qualitative and quantitative aspects of appraisal, while introducing the beneficial dimensions of increased objectivity, comprehensiveness, and consistency. A prototype expert system is offered that enables the end user to conduct a market analysis of a subject property. Unlike most expert system applications that seek a diagnostic or classification response, this study explores a numerical intent for the system, in a decision-making environment that is traditionally viewed as highly judgmental. The system's early validation results show promise of proving effective as such an evaluation aid.     

Interactive Effects of Major Response Facilitators

Practitioners and researchers have long been interested in achieving the highest response rate within resource constraints on their mailed surveys. Achieving this high response rate typically has required the selection of the right mix of response-facilitating techniques. The selection decisions were generally made under the assumption that the response-facilitating techniques act independently of one another. The authors have examined the validity of this independence assumption by identifying the major response facilitators in use and then analyzing the results of 531 independent mail survey studies. The authors conclude that major facilitators do not function independently. In fact, it was found that significant joint action interactive effects on response rates do exist. Practitioners and researchers who are faced with the survey design decisions of choosing response facilitators can receive assistance by reviewing the results of this diverse collection of reported experiences.     

Patterns of Information Source Use Across Industrial Purchase Situations*

An empirical taxonomy of industrial customers' information source use is developed based on a survey of 636 industrial customers across a wide range of different purchase situations. The taxonomy reveals five distinct information source mixes. Each mix consists of the combination of individual information sources used in a purchase situation. The five information source mixes are related to select underlying characteristics of purchase situations. The results indicate that the multivariate dimensions of purchase involvement, purchase complexity, and multiple influence are all significantly related to customers' choice of an information source mix. Implications of the taxonomy for marketing management and research are discussed.     

Utility‐consistent Brand Demand Systems with Endogenous Category Consumption: Principles and Marketing Applications*

This paper introduces the design and implementation of utility‐consistent, brand, and category demand systems. It extends formal demand analysis to the area of brand and category demand, which directly concerns marketing researchers and managers. The proposed brand demand system is a set of interrelated demand functions that are derived explicitly from a utility function describing consumer preferences. The model generalizes by the integration of category expenditures, which are determined endogenously. The theoretical plausibility of the proposed demand model is demonstrated first and, subsequently, brand and category level systems are derived. Econometric methods for estimating the systems are also developed and illustrated in empirical data. The results yield empirically determined, quantitative insights into the structure of consumer demand for brands and product categories. The proposed approach has the attractive feature of structuring the interdependencies of consumer decisions and ensuring an explicit role for theory in applied research.     

Use and Abuse of Weights in Multiple Objective Decision Support Models*

This paper examines difficulties with the use of weights to solve multiple objective decision support models: misunderstanding of the meaning of weights, issues of commensurability and, most important, the likely inability of weights alone to isolate the decision maker's most-preferred point. The constraint method is shown to be an attractive alternative.     

PAHAP: A Pairwise Aggregated Hierarchical Analysis of Ratio-Scale Preferences

In this paper, we present a Pairwise Aggregated Hierarchical Analysis of Ratio-Scale Preferences (PAHAP), a new method for solving discrete alternative multicriteria decision problems. Following the Analytic Hierarchy Process (AHP), PAHAP uses pairwise preference judgments to assess the relative attractiveness of the alternatives. By first aggregating the pairwise judgment ratios of the alternatives across all criteria, and then synthesizing based on these aggregate measures, PAHAP determines overall ratio scale priorities and rankings of the alternatives which are not subject to rank reversal, provided that certain weak consistency requirements are satisfied. Hence, PAHAP can serve as a useful alternative to the original AHP if rank reversal is undesirable, for instance when the system is open and criterion scarcity does not affect the relative attractiveness of the alternatives. Moreover, the single matrix of pairwise aggregated ratings constructed in PAHAP provides useful insights into the decision maker's preference structure. PAHAP requires the same preference information as the original AHP (or, altematively, the same information as the Referenced AHP, if the criteria are compared based on average (total) value of the alternatives). As it is easier to implement and interpret than previously proposed variants of the conventional AHP which prevent rank reversal, PAHAP also appears attractive from a practitioner's viewpoint.     

The Development Manager's Advisory System: A Knowledge-Based DSS Tool for Project Assessment*

This research investigates whether the knowledge-based decision support system (KBDSS) paradigm provides the necessary supporting structure and developmental framework for product development evaluation. To address the research questions posed in this study, it is necessary to develop and implement KBDSS's at specific decision points along the product development cycle. This paper describes the design, development, and implementation of a KBDSS to support a product development manager's decision concerning full-scale development of a new product. From the systems design perspective, this paper addresses the integration and innovative use of a variety of techniques for knowledge acquisition, modeling, and processing. The approach utilized obtains the benefits of normative modeling as well as the flexibility and developmental advantages of knowledge-based systems. Since its implementation, the system has been successfully used by a development manager to support his recommendation for an ongoing project. His complete satisfaction with this system served as the impetus for the design and development of a multi-expert system which was implemented at the strategic level.     

Cognitive Limitations and Investment “Myopia”*

Optimization of investment decisions in an uncertain and dynamically evolving environment is difficult due to the limitations of the decision-maker's cognitive capacity. Thus, actual investment decisions may deviate from the dynamically optimal decision rule. This paper investigates how a potential investment rule bias affects the expected payoff from a project that has an uncertain development time and an uncertain completion cost. The result shows that the presence of a potential bias in the adopted decision rule dissipates project value and that the dissipating effect is greater for a longer term project if the completion cost is an increasing function of the time to completion.     

Contractor Accreditation: A Probabilistic Model

The selection of competent contractors is a critical function in all business organizations. In contrast to other types of vendors (e.g., distributors, manufacturers, etc.), contractors are typically accredited before any business transaction takes place. In such situations, there is often a considerable amount of uncertainty associated with the accreditation process. This research presents a probabilistic model for accrediting contractors. We discuss a methodology in which probability measures are used to capture the uncertainty inherent in the decision process. These probabilities are estimated from data on (i) past applicants and (ii) their eventual performance, if accredited. Furthermore, these probabilities are used to determine when additional information about an applicant should be collected, as well as what kind of information would be most relevant for the vendor under consideration.     

Designing Distribution Systems to Support Vendor Strategies in Supply Chain Management*

The interactions among a firm's distribution strategy, market share, and distribution costs are an important consideration in the design of supply chain networks. However, these interactions are largely ignored by existing distribution system design methodologies, which assume demand is constant regardless of the firm's distribution strategy. This paper describes a multidisciplinary framework that considers these interactions in the design of “profit maximizing” distribution networks. The framework employs two major decision support methodologies: (1) binary logit models for estimating market share considering various demand-influencing parameters such as product price and distribution service, and (2) a mixed-integer programming (MIP) model for finding optimal distribution network designs. We applied the framework to an actual design problem facing a national distributor of industrial chemical products. The test results verify the framework's large-scale capability and the potential benefit of the integrated solution methodology.     

A Learning Curve Analysis of Expert System Use*

In this article, we study how an expert system affects novice problem solving in a financial risk analysis domain. We demonstrate that novice performance is improved after exposure to an expert system. Further, we show that novice performance continues to improve when the system is withdrawn. By comparing learning curves for people with exposure to those without, we can assess how much the system has benefitted its users. We demonstrate a quantitative methodology to measure the increment of learning due to the use of an information technology. We also explore the issue of how expertise is transferred from the system to the user.     

COMPUTER GRAPHICS AS DECISION AIDS: DIRECTIONS FOR RESEARCH*

Computer-generated graphics are becoming increasingly available to decision makers. Despite claims on the part of vendors that the use of graphics will improve decision speed and quality over traditional methods of data display, the available evidence is far from supportive. Initial studies show graphics to be no more effective in communicating information than tables. Correct interpretation of graphical displays appears to require training, which most users lack. Furthermore, there is evidence that those features that make a graph visually attractive—such as color, design complexity, and realism—may actually detract from accurate comprehension. This paper summarizes the literature dealing with the human use of graphics, develops several propositions based on persistent trends in the literature, and suggests directions for future research.     

Estimation of Nonlinear Models in the Presence of Measurement Error*

Techniques used in decision sciences and business research to estimate interactions between latent variables are limited in controlling for measurement error. This article uses a latent structure modeling approach that substantially controls for measurement error in nonlinear relationships. The results of this technique are compared to the results obtained applying hierarchical regression analysis and the impact of measurement error is assessed. The paper provides a unique assessment of the validity of the multi-attribute attitude model. The validity of the multiplicative rule in the model is supported.     

User Perceptions of Decision Support Effectiveness: Two Production Planning Experiments*

Decision support systems continue to be very popular in business, despite mixed research evidence as to their effectiveness. We hypothesize that what-if analysis, a prominent feature of most decision support systems, creates an “illusion of control” causing users to overestimate its effectiveness. Two experiments involving a production planning task are reported which examine decision makers' perceptions of the effectiveness of what-if analysis relative to the alternatives of unaided decision making, and quantitative decision rules. Experiment 1 found that almost all subjects believed what-if analysis was superior to unaided decision making, although using what-if analysis had no significant effect on performance. Experiment 2 found that decision makers were indifferent between what-if analysis and a quantitative decision rule which, if used, would have led to significant cost savings. Thus, what-if analysis did create an illusion of control: decision makers perceived performance differences where none existed, and did not detect large differences when they were present. In both experiments, decision makers exhibited difficulty realizing that their positive beliefs about what-if analysis were exaggerated. Such misjudgments could lead people to continue using what-if analysis even when it is not beneficial and to avoid potentially superior decision support technologies.     

Strategic Assessment Model (SAM): A Multiple Criteria Decision Support System for Evaluation of Strategic Alternatives*

The evaluation of strategic alternatives is a particularly difficult task. This difficulty is due to the complexities inherent in the evaluation process and the lack of structured information. The evaluation process must consider a multitude of relevant information from both the internal and external environments of the organization. Various analytical and normative models have helped decision makers utilize large volumes of information in strategic evaluation; however, most of these models have some limitations. We present a multiple criteria decision support system, called strategic assessment model (SAM), that addresses some of the limitations inherent in the existing models. SAM captures the decision maker's beliefs through a series of sequential, rational, and analytical processes. The environmental forces—decomposed into internal, task, general opportunities, and threats—are used along with the analytic hierarchy process (AHP), subjective probabilities, the entropy concept, and utility theory to enhance the decision maker's intuition in evaluating a set of strategic alternatives.     

Structure of Uncertainty and Decision Making: An Experimental Investigation*

Decisions in the real world usually involve imprecise information or uncertainty about the precesses by which outcomes may be determined. This research reports the results of a laboratory experiment which examined whether the structure of uncertainty, namely, both the center and the range of the probability distribution describing the uncertainty, is an important determinant of choice. Specifically, it examines how the uncertainty of audit by the Internal Revenue Service of income tax returns affects taxpayers' decisions about intentional noncompliance. The context is relevant as almost nothing is known about how taxpayers assess detection risks using the probability information they have. The study focuses on intentional noncompliance. The factors affecting it are distinct and separate from those affecting unintentional noncompliance. Other factors that affect intentional tax noncompliance, such as risk, tax rates, and penalty rates, were controlled in the experiment. It was hypothesized that the lower the mean and the lesser the range (ambiguity) of the perceived audit probability, the greater the international noncompliance. As hypothesized, the analysis indicates that both the mean and the range of the perceived audit probability rate affect intentional noncompliance, though the effect of ambiguity is greater at a relatively higher level of mean. This result suggests that the strength of the information describing an uncertain event is captured better by both the mean and the range of the uncertainty than either of those components singly.     

Decisional Conflict and User Acceptance of Multicriteria Decision-Making Aids*

Despite the development of increasingly sophisticated and refined multicriteria decision-making (MCDM) methods, an examination of the experimental evidence indicates that users most often prefer relatively unsophisticated methods. In this paper, we synthesize theories and empirical findings from the psychology of judgment and choice to provide a new theoretical explanation for such user preferences. Our argument centers on the assertion that the MCDM method preferred by decision makers is a function of the degree to which the method tends to introduce decisional conflict. The model we develop relates response mode, decision strategy, and the salience of decisional conflict to user preferences among decision aids. We then show that the model is consistent with empirical results in MCDM studies. Next, the role of decisional conflict in problem formulation aids is briefly discussed. Finally, we outline future research needed to thoroughly test the theoretical mechanisms we have proposed.