CHANGEMENT MEANS ALSO TO HAVE SOME GOOD IDEAS 2

Changement means also to have some good ideas - 1

Idea Advocate

The idea advocate method emphasizes evaluation over selection. The group carefully analyzes the positive aspects of each idea to ensure that no potential solutions are overlooked. The group then selects the ideas on the basis of the outcome of these analyses. Four steps are involved in using this method:

• Give each group member a list of previously generated ideas
• Assign each group member to play the role of advocate for one or more of the ideas.
• Read the first idea aloud and have that idea’s advocate discuss why it would be the best choice. Repeat this procedure for the remaining ideas
• When all the ideas have been discussed, have the group review the ideas and select the idea (or combination of ideas) that seems most capable of resolving the problem

An obvious disadvantage of this technique is that it is not suitable for screening a large number of ideas. It will simply be too time-consuming for most groups to use for processing a large pool of ideas. The technique also may not work well if status differences exist within a group or if there are dominant personalities. Furthermore, the technique’s focus on only the positive features of an idea may result in a distorted picture of an idea’s value. If time permits, it may prove useful to incorporate some negative comments to provide a more balanced picture.

In spite of these disadvantages, the idea advocate technique can be appropriate when used in conjunction with more structured selection procedures. And it is especially appropriate when a large pool of ideas has been narrowed down to a more manageable number—for example, no more than two or three ideas for each member of a group. When only a few ideas are dealt with, each one is more likely to receive a fair hearing and a more in-depth analysis.

Matrix Weighting

In contrast to the advantage-disadvantage technique, which assumes all criteria are equal in weight, the matrix weighting technique uses criteria that have been weighted according to their relative importance.
As a result, the quality of ideas selected is likely to be higher. Matrix weighting is identical to the scoring screens used in the Battelle method. Only the basic format used in setting up the technique is different.

The steps are:

• Construct a matrix table as shown in Figure 11-4. List the criteria down the left side of the matrix and the options being evaluated across the top. In the column next to each option, create a Product column to record the mathematical product of multiplying a criterion importance rating by the rating for each option.
• Using a 7-point scale (with 1 being low importance and 7 being high importance), rate the importance of each criterion. Use the criterion weightings column to do this.
• Using the same rating scale, rate each option (independent of the others) against each criterion. Record these ratings beneath each option.
• Multiply the weighting for each criterion by the rating given to each option on that criterion. Write the product in the appropriate column.
• Add up all the products for each option and write the sum in the boxes in the Total column at the bottom of the matrix.
• Select the idea with the highest total score and then decide if your choice reflects what might be expected. If it doesn’t, reevaluate the criteria importance ratings, the need to consider additional criteria, and the ratings given to each option

There are several cautions to observe when using the matrix weighting procedure. First, it can be a moderately time-consuming technique. It is more useful after a large number of ideas have been preselected. Second, the idea receiving the highest score may not always “feel” right to the group members. In some cases, group members may express dissatisfaction with the highest-rated idea but be unable to provide a rationale. When this occurs, additional criteria might be sought and the process repeated, or the ratings themselves might be examined to see whether any changes should be made.

On the whole, the matrix weighting technique is a popular procedure with many groups because of its systematic way of processing ideas for selection.

Changement means also to have some good ideas - 3