FREE online courses on Information Technology - Chapter 1 INFORMATION
TECHNOLOGY - A model for interpreting information
We have suggested a number of factors that influence the
interpretation of information. How are all these factors combined? What is their
net impact on the interpretation of information? Figure below summarizes all the
variables described above. The figure portrays one representation of how a user
of information systems develops a model to interpret information and how this
model is constantly executed and revised.
In the model, to interpret data a decision maker draws on
current data and a history of past decisions and their results. The
interpretation turns data into information, and the decision maker takes some
action. He or she observes the results and stores them for future reference.
We expect the model to be formed inductively by the decision maker and to be heavily influenced by
beliefs. For example, a decision maker may observe data on sales and production
over time and find that these data seem to predict customers' reactions to
product. The decision maker is building an interpretational model based on his
or her beliefs and analysis of historical data and observations.
After testing the interpretational model and developing
confidence in it, the decision maker uses the model deductively. Data are observed, and the decision maker uses the
model to interpret them. Now, the decision maker perceives data on sales and
production as constituting information on product acceptance; he or she may even
ignore other information conveyed by these data.
After an interpretational model has been formed, further
experiences are fed back to modify the model. Past decisions, problems, and
experiences all influences the future interpretation of information. These
experiences are based on actions taken on the basis of information and the
results of those actions. It changes in a new product based on sales and
production data increase sales, the interpretational model described above will
be reinforced.
