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Decision Support Systems
Yong ChoiSchool of Business
CSU, Bakersfield
Type of Decision-makings
Structured (Programmed) routine & repetitive, predictable problems standard solutions exist Accounts receivable, order entry, payroll
Type of Decision-makings
Unstructured (Nonprogrammed) non-routine, unpredictable, “fuzzy” complex
problems no cut-and-dried solutions Negotiation, Lobbying
Type of Decision-makings
Semistructured (Programmed + Nonprogrammed) non-routine, predictable, Require a combination of standard solution
procedures and individual judgement Production Scheduling, design lay-out of factory
Stages of Decision Making
Stage 1: Intelligenceidentify the problems/opportunities and then, collect data or information
Stage 2: Designanalyze/develop the possible solutions for the feasibilityGO back to stage 1 if there is insufficient data.
Stages of Decision Making
Stage 3: ChoiceChoose one alternativeGo back to stage 1 or 2 if there are no satisfactory solutions.
Stage 4: ImplementationImplement the selected alternativeFailure of implementation go back to stage 1 or 2 or 3
Ex) Buying a new car
Transaction Processing Systems (TPS)
Developed in the early1960s Serve the operational management level Performing and recording daily routine and
repetitive transactions Primary focus: structured decision-makings
Transaction Processing Systems
Lifeblood of an organization Provide summarized and organized data in the
accounting and finance areas Account receivable and payable Sales transactions Payroll
Management Information Systems
Developed in the 1960s Intended to serve the operational or middle
management level Summary and exception reports
monthly production reports Quarterly travel expense reports
Management Information Systems
Difference between expected sales and actual sales of a particular product
Primary focus: fairly structured decision-makings
Decision-Support Systems
Developed in the early 1970s Serve the middle management Provide alternative-analysis report
investment portfolios Plant expansion
Primary focus: semistructured and unstructured decision-makings
See text book for detail examples Type of DSS
Model driven vs. Data driven
DSS Components
Three Major Components Data management module Model management module Dialog management module
DSS Components
DSS Components
The Data Management Module
Gives user access to databases
Usually linked to external databases
DSS Components
The Model Management Module
Selects appropriate model to analyze data Linear regression model
DSS Components
A linear regression model for predicting sales volume as a function of dollars spent on advertising
DSS Components
The Dialog Module Interface between user and other modules
Prompts user to select a model Allows database access and data selection Lets user enter/change parameters
Displays analysis results Textual, tabular, and graphical displays
Model driven DSS
Primarily stand alone systemsisolated from major org.’s systems
Use models (LP, Simulation)Sensitivity analysis as a main technique
What-If analysisGoal Seek Analysis
What-if analysis
Attempt to check the impact of a change in the assumptions (input data) on the proposed solution
What will happen to the market share if the advertising budget increases by 5 % or 10%?
Goal-seek analysis
Attempt to find the value of the inputs necessary to achieve a desired level of output
Use “backward” solution approach A DSS solution yielded a profit of $2M What will be the necessary sales volume to generate
a profit of $2.2M?
Tools for Model Driven DSS
Linear Programming Lindo Gindo
Spreadsheet Software Excel Lotus 1-2-3 Quattro Pro
Data Driven DSS
Many current and the newest DSSExtract and analyze complex information by analyzing large pools of dataSupport decision makings for the future by discovering previously unknown patternsData mining as main technique
Data Mining
• Help managers to find hidden patterns and relationships in large databases to predict future behavior
– “If a house is purchased, then new refrigerator will be purchased within two weeks 65% of the time.”
Web-based DSS for customers Evaluate and compare real estate prices
Zillow.com: 10402 Loughton Ave. 93311 Evaluate alternative investment in mortgage
portfolios fidelity.com (on-line investor center)
Evaluate and compare air fares travelocity.com
Evaluate and compare various automobile prices
aotubytel.com
Executive Information Systems OR
Executive Support Systems
Developed in the late 1980s Serve the senior management level Designed mainly to monitor organization’s
performance and address decision makings quickly and accurately
Very user-friendly, supported by graphics Drill-down capability
EIS drill-down interface design
The Need of EIS Need for more timely and accurate information
for better decision makings Need to access internal/external databases to
detect environmental changes Need to be more proactive due to intensive
competition Gain computer literacy