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SU 4. FUNDAMENTALS OF DECISION MAKING
LEARNING OUTCOMES
1.Define decision-making and explain the role of decision making for managers and employees
2.Explain the conditions of certainty, risk and uncertainty under which decisions are made
3.Describe the characteristics of routine, adaptive and innovative decisions
4.Explain how goals affect decision-making
5.Compare and contrast the rational, bounded rationality and political models of decision making
1. Define decision making
Decision making is the process of choosing the best option or making choices by identifying a decision that best suits the situation or for any other reason, gathering information about the disadvantage and advantages of the decision and assessing alternative resolutions. Decision making includes defining the problem, gathering information, generating alternatives and choosing the course of an action. Decision making also has three different types of conditions which are certainty, risk and uncertainty.
Decision making has three categories namely:
❖ Consumer decision making ❖ Business decision making ❖ Personal decision making
The role of decision making for managers and employees
2. EXPLAIN THE CONDITIONS OF CERTAINTY, RISK AND UNCERTAINTY
1. Certainty is the condition under which individuals are fully informed about a problem. Alternative solutions are obvious and the likely of each solution are clear. The condition of certainty at least allows anticipation of events as well as its outcomes.
2. Risk is the condition under which individuals can define problems, specify the probability of certain events, identify alternative solutions and state the probability of each solution leading to the desired results. Probability is then the percentage of times that a specific outcome would occur if any individual were to make a particular decision a large number of times.
3. Uncertainty – is the condition under which an individual does not have the necessary information to assign probability to the outcomes of the alternative solution. Individual may not be able to define the problem, identify solutions and outcomes .
3.CHARACTERISTICS OF ADAPTIVE AND INNOVATIVE DECISIONS
Routine decisions
Routine decisions are normal, typically not above options chosen in response to common issues by finding more than one way of dealing with it. Covered by ground rules and standard operating procedures.
-Adaptive decisions often involves modifying and improving upon past routine decisions and
practices.
-Continuous improvement is the key to total quality management.
-Adaptive decisions are choices made in response a combination of moderately unusual and unfair
uncommon problems with alternative solutions.
-Continuous improvement requires a commitment to constantly diagnose technical, organisational
and managerial processes for improvement.
-Decisions about continuous improvement are driven by the goals of providing better quality,
improving efficiency and being responsive to customers.
INNOVATIVE DECISIONS
-Innovative decisions are choices based on the discovery, identification and diagnosis of unusual and
ambiguous problems and the development of unique or creative alternative solutions.
-The solutions often involve small interrelated decisions made of a period of months or even years.
-They are often based on incomplete and rapidly changing information and may be made before problems are fully defined and understood Explain the conditions of certainty, risk and uncertainty under which decisions are made .
4.Explain how goals affect decision making
Setting goals is important in innovative and adaptive decision-making. Goals give employees, managers and organisations a sense of order, direction and meaning. They play part in the division of work where work specified according to the employee’s abilities and talents. They help benefit in areas like planning, motivation and attainment of rapid results. The result of specific goals lead to less wasted time; employees already know what their duties are and know their deadline, goals also lead to the organisation knowing its targets, purpose standards and quotas.
5. COMPARE AND CONTRAST THE RATIONAL, BOUNDED RATIONALITY AND POLITICAL MODELS OF DECISION MAKING
Rational model:
- It is a model that prescribes a series of steps that individuals follow to increase the likelihood that their decision will be logical and sound. It favours objectivity and analysis as compared to subjectivity and insight.
- People make choices that maximises benefits and minimises any costs.
E.g Most people want to purchase day-to-day products at the lowest prices, as a result, judge the benefits of a certain product based on how useful/attractive it is. Greater reward at the lowest price.
Bounded rationality:
- It is particularly useful because it emphasizes the limitations of rationality and thus provides a better picture of the day-to-day decision-making process used by most people.
- People act on the basis of limited information.
Political model:
- Particular interests and goals of powerful external and internal stakeholders.
- Disagreements over choice of goals and people who are searching for alternative solutions.