Analyzing Executive Decisionmaking Processes: Tile Methodological Contribution of Visual Mental imagery Protocols

Visual mental imagery protocols can provide step-by-step traces of executive decisionmaking. Sequences of drawings that externalize thought processes are often easier to analyze than transcriptions of tape recorded verbal protocols. The technique is of obvious use for investigating spatial problem solving behavior since such tasks are usually solved with sketches, drawings, or graphs; the methodology is also appropriate for abstract, non-spatial decisionmaking for which mental images often function as models that managers mentally construct and manipulate. This paper reports an application to the analysis of decisions by a high level executive: the commander of a naval task force. The study will influence both design and evaluation of the command and control systems that support tactical decision making by such commanders and their staffs, over long periods, in hostile environments under extreme stress. 1. THE IMPORTANCE TO MIS OF COGNITIVE benefits including better communication DECISION RESEARCH with clients, the designers did not achieve their primary objective: shifting The psychological study of managerial the orientation of security analysts from decisionmaking is essential in the design individual securities to overall portfolio and evaluation of many information management. Drawing on Stabell's analysis systems. A growing tradition of of such experiences, Keen and Scott Morton psychological research in MIS demonstrates warn DSS designers not to make commitments its importance to investigators. for significant cost savings or other According to Keen and Scott Morton (3), it objectively measurable achievements. It is fundamental to the design of Decision is much too riskyl Support Systems (DSS); Schneidewind (1980, personal communication) and others argue Partly because DSS's are chancy, users for the study of human problem solving are middle managers, not executives. processes in other MIS areas. Also, in comparison with large traditional Nonetheless, some of the best known DSS's data processing systems, DSS's are (1,2,4,5) are not based on extensive invariably smaller, less sophisticated, formal research on managerial decision and much less expensive: modest projects making behavior. Their roots are minimize the inherent risks in poorly frequently in normative theories developed understood processes. by microeconomics, finance, or other disciplines; alternatively, systems may gain recognition by exploiting new 2. TRACING EXECUTIVE DECISIONMAKING computer technology in clever, innovative PROCESSES WITH VISUAL MENTAL IMAGERY ways. In the development of more PROTOCOLS conventional information systems, behavioral decision research is even less Since computer decision aids are influential. difficult to implement, designers should care fully study the underlying managerial This inattention to the managerial processes. In fact, they do; but their decisionmaking process has unfortunate analyses are fraught with methodological consequences. Although Stabell (6) found dangers. Clearly, such cognitive decision that implementations of portfolio research requires new techniques. management systems provided important