Effectiveness of visual interactive modeling in the context of multiple-criteria Group decisions

Significant research about the impact of information presentation on decision processes, group-decision support systems, and multicriteria decision making has occurred over the past 10 to 15 years. Advances in hardware and software technologies have significantly reduced costs and enhanced information presentation capability, specifically in the areas of virtual reality and visual interactive modeling (VIM). These visualization technologies can aid in the assimilation of complex qualitative and quantitative information by the decision maker and allow the abstraction of vast information space. Thus, in group-decision situations, visualization has the potential to enhance the decision makers' ability to make appropriate tradeoffs and improve communication between group members resulting in quicker and better consensus decisions. This paper focuses on the study of the effectiveness of advanced information-presentation technologies, such as VIM in complex decision situations involving multiple criteria and groups of decision makers. The effectiveness of VIM is evaluated through a controlled experimental study. The study finds that VIM leads to greater efficiency in decision making and improved group-member attitude and satisfaction with the decision-making process and group-decision solution. However, somewhat contrary to our a priori expectations, the quality of the decision that is made by the groups using visual-interaction modeling is not better than those without this support.