Jeffrey Lim
BCom Griff. M MarkMgt Griff. MMSRS QPMR
Associate Lecturer
j.lim@econ.usyd.edu.au
Room 502
H69 - Economics and Business Building
The University of Sydney
NSW 2006 Australia
Phone: +61 2 9351 5264
Fax: +61 2 9351 6732
Thesis & Abstract
The use and usefulness of uncertainty information in decision making.
The way uncertainty information is presented and represented may very well influence decision maker's comprehension, framing, analysis and interpretation of the decision problem. This is compounded by years of studies revealing that our information processing capacity is often limited, flawed and considered suboptimal. The use of a Decision Support System is thus seen to provide an alternative lens for the decision maker to overcome human's intuitive inhibition by enabling the uncertainty to be modelled and simulated. This research is threefold: (1) examining the ability of people to make judgements using uncertainty information presented in various ways, (2) revealing how judgements might be influenced by people's 'loss function' perceptions, and (3) delineating the circumstances in which DSS are useful in improving the decision process.
Awards
Nominated the Faculty's Wayne Lonergan Outstanding Teaching Award 2004 & 2006
Subjects Taught
Marketing Research, Electronic Marketing, Marketing Principles, Services Marketing, New Products Marketing
Research Expertise
- Internet/interactive marketing
- Marketing research