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Participatory group observation – a tool to analyze strategic decision making

Christine Vallaster (Christine Vallaster is an Assistant Professor, Department of Value Process Management Marketing Group, University of Innsbruck, Innsbruck, Austria.)
Oliver Koll (Oliver Koll is an Assistant Professor of Marketing at HEC Montreal, Montreal, Canada)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 1 March 2002



Group decisions have taken a prominent part in strategic decision making but managerial research still lacks techniques to study these interpersonal processes comprehensively. Assuming that efficient decision making depends on shared cognitive structures within groups, an approach to analyze these structures and the affective and communicative dimensions causing convergence/divergence of individual cognitions is introduced. Suitable methods to study these variables are discussed and applied in an actual strategic decision to be made by a management team. The method shows a high degree of realism and preciseness in analyzing strategic group decisions.



Vallaster, C. and Koll, O. (2002), "Participatory group observation – a tool to analyze strategic decision making", Qualitative Market Research, Vol. 5 No. 1, pp. 40-57.




Copyright © 2002, MCB UP Limited

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