Proceedings of the NATO Advanced Research Workshop on Data, Expert Knowledge and Decisions, held in Hamburg, FRG, September 3-5, 1989

Cross-disciplinary research on how computer-assisted decision making can be supported by sophisticated data analysis techniques and recent developments in knowledge-based systems research are described in this volume, with emphasis on marketing applications. Aspects dealt with include market-share analysis (spreadsheet based), media planning, stochastic market modelling, marketing data analysis and new product introduction management (all knowledge-based, partly using PROLOG). These contributions emphasize links between decision support, expert knowledge research and marketing. Other application areas are debt and credit management and personnel disposition (KEE based), portfolio management (PROLOG based) and vehicle scheduling. Concrete interconnections between data analysis and marketing can be seen in the contributions on classification and unfolding of market data, market segmentation by forced classification, conjoint analysis applications, ideal point product mapping, MDS in telecommunications pricing and multi-mode marketing data evaluations.

As we get caught up in the quagmire of Big Data and analytics, it remains critically important to be able to reflect and apply insights, experience, and intuition to your decision-making process. In fact, a recent research study at Tel Aviv University found that executives who relied on their intuition were 90 percent accurate in their decisions. Bursting the Big Data Bubble: The Case for Intuition-Based Decision Making focuses on this intuition-based decision making. The book does not discount data-based decision making, especially for decisions that are important and complex. Instead, it emphasizes the importance of applying intuition, gut feel, spirituality, experiential learning, and insight as key factors in the executive decision-making process. Explaining how intuition is a product of past experience, learning, and ambient factors, the text outlines methods that will help to enhance your data-driven decision-making process with intuition-based decision making. The first part of the book, the "Research Track", presents contributions from leading researchers worldwide on the topic of intuition-based decision making as applied to management. In the second part of the book, the "Practice Track," global executives and senior managers in industry, government, universities, and not-for-profits present vignettes that illustrate how they have used their intuition in making key decisions. The research part of the book helps to frame the problem and address leading research in intuition-based decision making. The second part then explains how to apply these intuition-based concepts and issues in your own decision-making process.

This publication presents the latest innovations and achievements of academic communities on Decision Support Systems (DSS). These advances include theory systems, computer-aided methods, algorithms, techniques and applications related to supporting decision making. The aim is to develop approaches for applying information systems technology to increase the effectiveness of decision making in situations where the computer system can support and enhance human judgements in the performance of tasks that have elements which cannot be specified in advance. Also it is intended to improve ways of synthesizing and applying relevant work from resource disciplines to practical implementation of systems that enhance decision support capability. The resource disciplines include: information technology, artificial intelligence, cognitive psychology, decision theory, organizational theory, operations research and modeling. Researchers come from the Operational Research area but also from Decision Theory, Multicriteria Decision Making methodologies, Fuzzy sets and modeling tools. Based on the introduction of Information and Communication Technologies in organizations, the decisional process is evolving from a mono actor to a multi actor situation in which cooperation is a way to make the decision.

This book will be bought by researchers and graduates students in Artificial Intelligence and management as well as practising managers and consultants interested in the application of IT and information systems in real business environment.