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|Title: ||Opening Pandora's Box: Studying the Accuracy of Managers' Perceptions|
|Authors: ||Starbuck, William H.|
Mezias, John M.
|Issue Date: ||1996 |
|Publisher: ||Stern School of Business, New York University|
|Series/Report no.: ||IS-97-29|
|Abstract: ||Both researchers and managers depend on the accuracy of managers'
perceptions. Yet, few studies compare subjective with
"objective" data, perhaps because it is very difficult to do
well. These difficulties also muddy interpretations of results. On one
hand, studies suggest that managers' perceptions may be very inaccurate.
On the other hand, the observed errors in managerial perceptions may
arise from research methods instead of managers. Because perceptual data
are so significant for both researchers and managers, researchers need
to understand both the potential contaminants of perceptual research and
the determinants of perceptual errors and biases. This article reviews
studies of the accuracies of managers' perceptions, points out hazards
in such research, and suggests various ways to improve studies of
perceptions. The suggestions encompass improvements in gathering more
valid subjective data, locating more appropriate "objective"
data, finding appropriate respondents, and using statistical methods
that provide accurate and reliable estimates with small samples.|
|Appears in Collections:||IOMS: Information Systems Working Papers|
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