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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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