Information display matrix

from Wikipedia, the free encyclopedia

The Information Display Matrix (IDM) is an experimental method for measuring the absorption of information in decision-making situations . The procedure was developed in the 1970s by Jacob Jacoby at New York State University .

Basic structure

Test subjects are given the task of deciding on one of several given alternatives. Each alternative is described by several properties (attributes). The experiment ends when a selection decision has been made.

The alternatives and their properties (attributes) are shown as a matrix. As a rule, the alternatives are arranged in columns and the attributes in rows. The crossing point then describes the characteristics of an attribute of an alternative. Is z. If, for example, the alternative is "financial asset A" and the attribute "interest rate", the value could have the value "5%". The specification information is initially hidden. In order to see the expression information, the test person reveals the corresponding cell and then covers it again. This makes it clear to the experimenter which information is used in which order before the test subject decides on an alternative.

An IDM experiment allows the analysis of e.g. B. Depth of information (how much information is used before the decision is made?), The relative importance of attributes, the order in which the information is received or the influence of the depth of information and the order of information on the quality of the decision. Because of the logging of the information acquisition process, the IDM is similar to other process tracking techniques such as gaze tracking through eye tracking .

In the first step, the procedure is also similar to the data collection for a choice experiment or a conjoint analysis : By repeating the experiment several times with changing information content, weighted meanings of property characteristics can also be analytically estimated with data from an IDM.

technical realization

Originally the IDM was realized in the form of a poster with attached envelopes. In the envelopes there are cards on which the respective information is noted. In the course of the experiment, the test person removes the cards from the envelopes and puts them back again.

Computer systems have been available to carry out the experiments since the 1980s. An early system was the "MouseLab" developed at the Wharton School , which was further developed into an online version. A newer system with extensive evaluation options is the "IDM Visual Processor".

See also

literature

  • Jacoby, J. et al. (1975): Prepurchase Information Acquisition: Description of a Process Methodology, Research Paradigm, and Pilot Investigation. In: Advances in Consumer Research, 3, 306-314
  • Hofacker, T. (1985): Decision as information processing. Frankfurt / Main u. a.
  • Schmücker, D. (2007): Tourist Information Processes. Luneburg. Available online

Individual evidence

  1. ↑ Kuss, A. (1987): Information and purchase decision. Berlin, New York
  2. ^ Johnson, EJ (1996): MouseLab 6.0 Documentation
  3. ↑ Web information on Mouselab WEB
  4. ↑ Web information about IDM Visual Processor on Sourceforge