Herbert Simon Model

Herbert Simon Model

Herbert Simon describes the model in 3
Herbert Simon describes the model in 3
phases
phases

Intelligence
Intelligence

Design
Design

Choice
Choice
[Herbert Simon Model]
[Herbert Simon Model]
Intelligence
Design
Choice
1. 1.
Intelligence:
Intelligence:

Raw data collected, processed and
Raw data collected, processed and
examined, Identifies a problem calling for a
examined, Identifies a problem calling for a
decision.
decision.

In the intelligence phase the MIS collects the
In the intelligence phase the MIS collects the
data. The data is scanned, examined checked
data. The data is scanned, examined checked
and edited. Further the data is sorted and
and edited. Further the data is sorted and
merged with other data and computations are
merged with other data and computations are
made summarized and presented
made summarized and presented

In the process, the attention of the manager
In the process, the attention of the manager
is drawn to all the problem situation by
is drawn to all the problem situation by
highlighting the significant differences between
highlighting the significant differences between
the actual and the expected, the budgeted or
the actual and the expected, the budgeted or
the targeted.
the targeted.
2. Design:
2. Design:

Inventing, developing and analyzing the
Inventing, developing and analyzing the
different decision alternatives and testing he
different decision alternatives and testing he
feasibility of implementation. Assess the value of
feasibility of implementation. Assess the value of
the decision outcome.
the decision outcome.

In the design phase, the manager develops a
In the design phase, the manager develops a
model of problem situation on which he can
model of problem situation on which he can
generate and test the different decisions to
generate and test the different decisions to
facilitate its implementation.
facilitate its implementation.

If the model developed is useful in
If the model developed is useful in
generating the decision alternatives, he then
generating the decision alternatives, he then
further moves into phase of selection called as
further moves into phase of selection called as
choice.
choice.
3. Choice:
3. Choice:

Select one alternative as a decision,

Select one alternative as a decision,
based on the selection criteria.
based on the selection criteria.

In the phase of choice the manager

In the phase of choice the manager
evolves a selection criterion such as
evolves a selection criterion such as
maximum profit, least cost, minimum
maximum profit, least cost, minimum
waste, least time taken and highest utility.
waste, least time taken and highest utility.
The criterion is applied to the various
The criterion is applied to the various
decision alternatives and the one which
decision alternatives and the one which
satisfied the most is selected.
satisfied the most is selected.
In these 3 phases, it the manager fails to
In these 3 phases, it the manager fails to
reach a decision, he starts the process all
reach a decision, he starts the process all
over again from the intelligence phase
over again from the intelligence phase
where additional data and information is
where additional data and information is
collected, the decision making model is
collected, the decision making model is
refined the selection criteria is changed
refined the selection criteria is changed
and a decision is arrived at.
and a decision is arrived at.