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Situation
Model
Real
World
Use heuristics
to select
Act on the
real world
Course
of Action
Naturalistic
Decision
Making
After: Cohen, M.S. Improving Critical Thinking, Cognitive Technologies, Inc., 2005
Situation
Model
Refine &
quantify
Real
World
Quantitatively
select optimal
Act on the
real world
Course
of Action
Analysis Test
Is some delay acceptable?
Is the cost of an error high?
Is the situation unfamiliar or problematic?
Is traceability/accountability desirable?
Naturalistic
Decision
Making
Analytical
Decision
Making
If yes, proceed to
Decision Analysis
1
After: Cohen, M.S. Improving Critical Thinking, Cognitive Technologies, Inc., 2005
A Professional Requirement
Working Level
Management Level
Strategic and Policy Level
A Conscious Process
Cognitive Performance
Meta-Cognitive Evaluation
A Learnable Skill
Methodologies
Experience and Practice
Feedback and Adjustment
Dealing with Stress
Working Collaboratively
InInthe
thereal
realworld,
world,decisions
decisionsare
aregenerally
generallyaacombination
combinationofofnaturalistic
naturalisticand
andanalytical
analytical
Certain Outcomes
Probabilistic Outcomes
Typical Conditions
Options
Attributes
Utility Function (Relative Value of Attributes)
Weighting Function (Relative Importance of Attributes)
Attribute
Alta
Bulldog
Cruiser
Delta
Egret
Fleet
Garnett
Cost
-$20
-$18
-$16
-$14
-$12
-$10
-$15
Lifetime
10
10
Carbon
Low
Medium
Low
Medium
Medium
High
High
Cost:
Thousands of Dollars
Lifetime:
Estimated Years
Carbon:
Attribute
Alta
Bulldog
Cruiser
Delta
Egret
Fleet
Garnett
Cost
-$20
-$18
-$16
-$14
-$12
-$10
-$15
Lifetime
10
10
Carbon
Low
Medium
Low
Medium
High
High
High
Cost:
Thousands of Dollars
Lifetime:
Estimated Years
Carbon:
Garnett
Garnettcosts
costsmore
morethan
thanthe
theDelta,
Delta,has
hasthe
thesame
samelifetime
lifetimeand
andhas
hasaa
higher
higherpollution
pollutionrating;
rating;ititisisthus
thusdominated
dominatedand
andcan
canbe
beeliminated
eliminated
Attribute
Alta
Bulldog
Cruiser
Delta
Egret
Fleet
Cost
-$20
-$18
-$16
-$14
-$12
-$10
Lifetime
$2
$2
$1
$1
$0
$0
Carbon
$6
$4
$6
$4
$0
$0
Cost
-$12
-$12
-$9
-$9
-$12
-$10
Cost
-$ Thousand
Lifetime
10
Carbon
We
Wegive
giveLifetime
Lifetimeand
andPollution
Pollutionequivalent
equivalentnegative
negativecosts
costs
dollars
dollarsininorder
orderto
tomake
makethem
themdirectly
directlycomparable
comparableto
toCost.
Cost.
inin
Attribute
Alta
Bulldog
Cruiser
Delta
Egret
Fleet
Cost
-$20
-$18
-$16
-$14
-$12
-$10
Lifetime
$2
$2
$1
$1
$0
$0
Carbon
$6
$4
$6
$4
$0
$0
Eq. Cost
-$12
-$12
-$9
-$9
-$12
-$10
Cost
-$ Thousand
Lifetime
10
Carbon
Medium
Mediumprice,
price,medium
mediumlife
lifeand
andlow
lowor
ormedium
mediumpollution
pollutionmake
makeeither
either
the
theCruiser
Cruiseror
orDelta
Deltathe
thebest
bestchoice
choiceon
onaaleast
leastcost
costbasis
basis
10
Cost:
Lifetime:
Carbon:
Utility
Utility
0.5
0
$0K
$10K
Cost
$20K
0
Low
5
Lifetime
Med
Carbon
10
High
The
TheUtility
Utilitymeasure
measureputs
putsthe
thevarious
variousattributes
attributeson
onan
anequivalent
equivalentvalue
valuebasis.
basis.
Copyright Gershon Weltman, 2014
11
Utility (0 to 1)
Cost:
Lifetime:
Carbon:
Weight (0 to 1)
Cost
= 0.50
Lifetime
= 0.15
Carbon
= 0.35
Sum = 1.00 (Always)
Utility
Utilitymeasures
measuresthe
theamount
amountof
ofsatisfaction
satisfactionassociated
associatedwith
witheach
eachattribute.
attribute.
Weight
Weightmeasures
measuresthe
therelative
relativeimportance
importanceofofeach
eachattribute
attributefor
fortotal
totalsatisfaction.
satisfaction.
12
Attribute
Alta
Bulldog
Cruiser
Delta
Egret
Fleet
Cost
0.20
0.30
0.39
0.42
0.55
0.60
Lifetime
1.00
1.00
0.80
0.80
0.60
0.60
Carbon
1.00
0.80
1.00
0.80
0.00
0.00
Weighted MAU
0.60
0.58
0.67
0.61
0.37
0.39
Weighted MAU
Weights
w1 + w2 + w 3 = 1
Weighted
WeightedMAU
MAUtakes
takesinto
intoaccount
accountboth
boththe
thevalue
valueand
andimportance
importanceof
ofdecision
decision
attributes.
attributes.Using
Usingthis
thiscriterion,
criterion,the
theCruiser
Cruiseremerges
emergesas
asthe
theoptimum
optimumchoice.
choice.
13
MAUA 6: Sensitivity
New Weights
Cost
Lifetime
Carbon
= 0.80
= 0.10
= 0.10
(v. 0.50)
(v. 0.15)
(v. 0.35)
New Result
Car Purchase Alternatives
Attribute
Alta
Bulldog
Cruiser
Delta
Egret
Fleet
Cost
0.20
0.30
0.39
0.42
0.55
0.60
Lifetime
1.00
1.00
0.80
0.80
0.60
0.60
Carbon
1.00
0.80
1.00
0.80
0.00
0.00
Summed Utility
2.20
2.10
2.19
2.02
1.15
1.20
Weighted Utility
0.36
0.42
0.49
0.50
0.50
0.54
High
Highrelative
relativeweight
weightmakes
makesCost
Costdominate
dominatethe
theanalysis.
analysis. Sensitivity
Sensitivitytests
testscan
can
help
helpdetermine
determineon
onwhich
whichspecific
specificattributes
attributesan
ananalysis
analysisshould
shouldfocus
focus
14
Conditions
Several Alternatives
Probabilistic Outcomes and Consequences
Optimal Choice Among Alternatives
Minimum Expected Cost
Maximum Expected Value
Maximum Expected Utility
Alternatives
Outcomes Positive and Negative
Values/Utilities of Outcomes
Probability (Likelihood) of Outcomes
15
This
ThisDecision
DecisionTree
Treehas
hasno:
no:
Relative
RelativeValues
Values
Negative
NegativeOutcomes
Outcomesor
orCosts
Costs
Uncertainties
Uncertainties
and
andas
as aaresult
resultitit is
is useless
uselessfor
for
meaningful
meaningful decision
decisionmaking
making
16
17
18
New Product
Development
Improve
Business
Decision
Uncertainty
Improvement in
Existing Business
19
Full Development
New Product
Improve
Business
Fast Development
More Advertising
Business
Improvement
Better Service
20
Full Development
Success
Failure
New Product
Success
Improve
Business
Fast Development
More Advertising
Failure
Success
Failure
Business
Improvement
Success
Better Service
Failure
21
Success
Failure
New Product
Success
Improve
Business
Fast Development
Failure
More Advertising
Success
Failure
Business
Improvement
Success
Better Service
Failure
Benefit
Cost
$450K
($200K)
$50K
($200K)
$450K
($100K)
$0K
($100K)
$250K
($75K)
$25K
($75K)
$300K
($75K)
$20K
($50K)
We
Weestimate
estimatethe
theBenefit
Benefitand
andCost
Costof
ofeach
eachpossible
possibleoutcome
outcome
Copyright Gershon Weltman, 2014
22
P(S) = 0.90
P(F) = 0.10
New Product
P(S) = 0.75
Improve
Business
Fast Development
P(F) = 0.25
More Advertising
P(S) = 0.80
P(F) = 0.20
Business
Improvement
P(S) = 0.60
Better Service
P(F) = 0.40
Benefit
Cost
$450K
($200K)
$50K
($200K)
$450K
($100K)
$0K
($100K)
$250K
($75K)
$25K
($75K)
$300K
($50K)
$20K
($50K)
We
Weestimate
estimatethe
theprobability
probabilityor
orlikelihood
likelihoodthat
thateach
eachpossible
possibleoutcome
outcomewill
willoccur
occur
Copyright Gershon Weltman, 2014
23
P(S) = 0.90
P(F) = 0.10
New Product
P(S) = 0.75
Improve
Business
Fast Development
P(F) = 0.25
More Advertising
P(S) = 0.80
P(F) = 0.20
Business
Improvement
P(S) = 0.60
Better Service
P(F) = 0.40
$250K
($150K)
$350K
($100K)
$175K
($50K)
$250K
($30K)
Net
NetValue
Value==Benefit
Benefit($)
($)++Cost
Cost(-$)
(-$)
Copyright Gershon Weltman, 2014
24
P(S) = 0.90
P(F) = 0.10
New Product
P(S) = 0.75
Improve
Business
Fast Development
P(F) = 0.25
More Advertising
P(S) = 0.80
P(F) = 0.20
Business
Improvement
P(S) = 0.60
Better Service
P(F) = 0.40
Expected
Value
$250K
$210K
($150K)
$350K
$238K
($100K)
$175K
$130K
($50K)
$250K
$138K
($30K)
Expected
ExpectedValue
Value==PP(S)(S)(Net
(NetValue
ValueSuccess)
Success)++PP(F)(F)(Net
(NetValue
ValueFailure)
Failure)
Copyright Gershon Weltman, 2014
25
P(S) = 0.90
P(F) = 0.10
New Product
P(S) = 0.75
Improve
Business
Fast Development
P(F) = 0.25
More Advertising
P(S) = 0.80
P(F) = 0.20
Business
Improvement
P(S) = 0.60
Better Service
P(F) = 0.40
Expected
Value
$250K
$210K
($150K)
$350K
$238K
($100K)
$175K
$130K
($50K)
$250K
$138K
($30K)
The
Theselected
selecteddecision
decisionhas
hastraceability
traceabilityand
andaccountability
accountabilityas
asbranch
branchinintree
tree
Copyright Gershon Weltman, 2014
26
P(S) = 0.90
P(F) = 0.10
New Product
P(S) = 0.75
Improve
Business
Fast Development
P(F) = 0.25
More Advertising
P(S) = 0.80
P(F) = 0.20
Business
Improvement
P(S) = 0.60
Better Service
P(F) = 0.40
Expected
Utility
MAU1
EUFull
MAU2
MAU3
EUFast
MAU4
MAU5
EUAds
MAU6
MAU7
EUServe
MAU8
Expected
ExpectedUtility
Utility==PP(S)(S)(Utility
(UtilityofofSuccess)
Success)++PP(F)(F)(Utility
(UtilityofofFailure)
Failure)
Copyright Gershon Weltman, 2014
27
Summary
28
Researchers
Researchershave
havestudied
studiedaavariety
varietyof
ofother
otherbiases
biasesthat
thatcan
canaffect
affectthe
the
rationality
of
decisions
made
on
the
basis
of
commonly
used
heuristics
rationality of decisions made on the basis of commonly used heuristics
From Baruch Fischhoff et al, Acceptable Risk, Cambridge University Press, 1981
Copyright Gershon Weltman, 2014
29
Example of Applications
30
Range of Outcomes
Probability
0.50
Expected Award
(weighted average)
0.25
0.00
$0K
$290
$500K
$1 M
Award
Points to Investigate
Fair Settlement Value
Accept Offer Decision
31
Sell My
Stock
What
to do?
Hold My
Stock
Save Money
Look Smart
Lose Money
Look Stupid
Marthas
Marthasbrokers
brokersassistant
assistantcalls
callsher
herwhile
whileshe
sheisison
onvacation
vacationininMexico
Mexico
and
andtells
tellsher
herthat
thatinside
insideowners
ownersare
arerapidly
rapidlyselling
sellingall
alltheir
theirImClone
ImClonestock
stock
Copyright Gershon Weltman, 2014
32
Sell My
Stock
What
to do?
Hold My
Stock
Save Money
Look Smart
Lose Money
Look Stupid
Martha
MarthaStewart
Stewartdecides
decidestotosell
sellon
onbasis
basisofofpotential
potentialinside
insideinformation.
information.
SEC
SECinvestigates,
investigates,Martha
Marthalies
liesto
tothem
themand
andisisprosecuted,
prosecuted,winds
windsup
upininjail.
jail.
Image from http://tubegator.com/funpic/martha_jailbird.jpg
Copyright Gershon Weltman, 2014
33
Sell My
Stock
What
to do?
Hold My
Stock
Benefit
Cost
Net
Success P=.99
$50K
($0K)
$50K
Failure P=.01
$50K
($2B)
(~$2B)
Success P=1.0
$0K
($50K)
($50K)
Failure P= 0.0
$--
$--
$--
EV
($20M)
($50K)
Martha
MarthaStewart
Stewartdoes
doesaaback
backof
ofthe
theenvelope
envelopeanalysis,
analysis,sees
seesthe
thebig
bigdifference
difference
ininExpected
ExpectedValue,
Value, holds
holdsher
herstock
stockand
andparties
partieson
onwith
withno
notroubles
troublesatatall.
all.
34
Sell My
Stock
What
to do?
Hold My
Stock
Martha
MarthaStewart
Stewartdoes
doesan
anethical
ethicalaudit
auditand
andrecognizes
recognizesthat
thatititisisunethical
unethical
for
forher
hertotosell
sellon
onsuspected
suspectedinside
insideinformation,
information,even
evenififititmight
mightbe
belegal.
legal.
She
Sheholds
holdsher
herstock,
stock,loses
losesmomentarily,
momentarily,but
butagain
againlives
liveshappily
happilyever
everafter.
after.
Copyright Gershon Weltman, 2014
35
An Ethicists
Dilemma?
Bad
Baddecisions,
decisions,even
evenbad
badethical
ethical
decisions,
may
not
all
have
decisions, may not all havebad
bad
consequences.
consequences.Martha
Marthasays:
says:
IIcant
canteven
evenremember
rememberwhat
whatI I
was
wasconvicted
convictedfor.
for.
Did
DidMartha
Marthaand
andthe
theAmerican
American
business
community
business communitylearn
learn
anything
anythingfrom
fromthis
thiscase
casehistory?
history?
The
Therecent
recentfinancial
financialcrisis
crisiscaused
caused
by
byrampant
rampantlying,
lying,cheating
cheatingand
and
stealing
stealingininthe
themortgage
mortgagemarket
market
suggests
that
it
didnt.
suggests that it didnt.
36
37
A Personal Action
38
Another Methodology
Structured and Aided
39
Evolving Solution.Maybe.
Purdue University, Personnel Briefing, 2005
Copyright Gershon Weltman, 2014
40
Computer Aided:
RT Participation
Tree Construction
Value Elicitation
Conflict Resolution
Option Analysis
41
Aided Groups
Unaided Groups
Objectives Definition
8%
6%
Information Exchange
14%
37%
Action Generation
26%
54%
Value Estimation
21%
4%
7%
0.9%
Attributed Weighting
10%
1.0%
Conflict Resolution
11%
0.0%
Probability Estimation
Aided
Aidedgroups
groupsspread
spreadtheir
theirtime
timemore
moreevenly
evenlyover
overanalytical
analyticaldecision
decisionactivities.
activities.
Copyright Gershon Weltman, 2014
42
2.2.Organizes
Organizesrelevant
relevant
situational
information
situational information
3.3.Highlights
Highlights&&resolves
resolves
situational
data
conflicts
situational data conflicts
COA
COAEvaluation
Evaluation
COA
Selection
COA Selection
Sensitivities
Sensitivities
7.7.Provides
Providesdistinct
distinct
decision
products
decision products
4.4.Promotes
Promotesdevelopment
development
ofofmultiple
COA
multiple COAoptions
options
5.5.Enables
Enablesevaluation
evaluationand
and
comparison
of
COA
options
comparison of COA options
6.6.Highlights
Highlightsdecisiondecisionrelevant
information
relevant information
43
Influence
InfluenceDiagrams
Diagramsare
arean
anefficient
efficientway
waytotorepresent
representlarge
largeDecision
DecisionTrees
Trees
Copyright Gershon Weltman, 2014
44
45
Executive Summary
Approach
Results
Appropriate Formats
Report or Memorandum
Formal or Informal Briefing
15-30 Second Elevator Pitch
The
Thepurpose
purposeisisrecommendation,
recommendation,justification
justificationand
andaccountability.
accountability.
Copyright Gershon Weltman, 2014
46
Good Decision
Bad Decision
Good Outcome
Bad Outcome
Expected
Unlucky
Lucky
Expected
Do
Dothe
theright
rightthing
thingenough
enoughtimes
timesand
andthe
theresults
resultstake
takecare
careof
ofthemselves.
themselves.
Amarillo
AmarilloSlim,
Slim,US
USPoker
PokerChampion
Champion
47
48
A great man
When he makes a mistake, he realizes it.
Having realized it, he admits it.
Having admitted it, he corrects it.
He considers those who point out his faults
as his most benevolent teachers.
Lao Tzu
Old Master of China Father of Taoism,
6th Century B.C.
49