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Knowledge-based Support in a Group Decision Making Context: An Expert-Novice Comparison
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Knowledge-based Support in a Group Decision Making Context:
An Expert-Novice Comparison
Fiona Fui-Hoon Nah, University of Nebraska-Lincoln
Izak Benbasat, University of British Columbia
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Presentation Outline
1. Motivation
2. Research Question
3. Theoretical Foundation
4. Research Hypotheses
5. Research Design
6. Research Findings
7. Contributions & Future Research
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Motivation Important decision making tasks are usually
assigned to small groups Group effect due to process gains:
more information available multiple perspectives and approaches synergetic effects errors checked and corrected increased understanding of problem
Groups make better judgments than average individual members in analysis and evaluation tasks (McGrath, 1984; Nah & Benbasat, 1999)
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Motivation
Knowledge-based System (KBS) Support benefits group decision making (Nah & Benbasat, 2000)
Knowledge-based technology plays a key role in knowledge management within organizations Capture and codify knowledge for transfer and shared
utilization in organizations (Alavi and Leidner, 1999) Use of KBS for Group Decision Making
Imperial Chemical Industries (ICI) for business planning (Swann, 1988)
The Financial Collaborative (TFC) for financial planning (Sviokla, 1989)
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Research Question
Does the impact of KBS differ between experts and novices in group decision making?
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Theoretical Foundation
Social Judgment Theory Experts tend to be more ego-involved and critical
than novices in evaluating arguments Experts are more likely to reject arguments that
are different from their own
=> Experts are less likely than novices
1) to accept KBS recommendations, and
2) to reach true consensus
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Measurement of Congruence (DV)
Knowledge-Source Experts
KBS
KBS Users
Evaluation byKnowledge-Source Experts
Evaluation byKBS Users
CONGRUENCE
Knowledge Acquired from Knowledge-Source Experts
KBS Analyses and Explanations
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Research Hypotheses
H1: Novices will achieve better congruence in
group judgments than experts
H2: Novices will reach higher consensus in
group judgments than experts
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Research Design
Individual Judgments
Group Judgments
Individual Judgments
Group Discussion with KBS Support
used to assess congruence
used to assess group consensus
Training: Familiarize with Features of KBS
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Subject Characteristics
Novice subjects (27 subjects = 9 groups of 3) Final year undergraduate and MBA students in
the business school who were specializing in Accounting or have taken Financial Statements Analysis course
Expert subjects (18 subjects = 6 groups of 3) Professional financial analysts working in
financial institutions
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Financial Analysis Task
Evaluate financial position, performance, and potential of a company
Determine an appropriate loan amount Judgments on a 1-10 scale: current liquidity, long-term solvency, asset
utilization, value of stock as loan collateral, quality of financial and operating management
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Experimental Setup
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Research Findings – Quantitative(using Mann-Whitney non-parametric test)
H1: Novices achieve better congruence in
group judgments than experts
(p<.05; supported)
H2: Novices reach higher consensus in
group judgments than experts
(p<.05; supported)
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Research Findings – Qualitative
The following observations were made from the expert vs. novice group decision making processes Experts were more critical of KBS advice and
explanations than novices
(heightened criticality hypothesis) Novices relied more heavily on the KBS than
experts
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Contributions of Research
First study to offer empirical evidence on effects of KBS support on group decision making
Recognize the importance of explanation facilities in KBS (in another part of this work)
Provide better understanding of group decision making by experts vs. novices in KBS-supported scenario There are few, if any, research on expert vs. novice
group decision making
Integrate persuasion theories into KBS research
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Future Research Investigate the relative importance of KBS analyses
and explanations in expert vs. novice decision making According to the Elaboration Likelihood Model,
KBS analyses are more effective in persuading novices than experts; however, to persuade experts, KBS explanations are necessary
Use process tracing method to analyze differences in group decision making processes between experts and novices
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Questions & Discussions