課程名稱 |
資訊搜尋與決策行為 Special Topic on Information Seeking and Decision Making |
開課學期 |
106-1 |
授課對象 |
文學院 圖書資訊學研究所 |
授課教師 |
唐牧群 |
課號 |
LIS7017 |
課程識別碼 |
126 M0620 |
班次 |
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學分 |
3.0 |
全/半年 |
半年 |
必/選修 |
選修 |
上課時間 |
星期一2,3,4(9:10~12:10) |
上課地點 |
圖資研討三 |
備註 |
限碩士班以上 總人數上限:8人 |
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1061LIS7017_ |
課程簡介影片 |
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核心能力關聯 |
核心能力與課程規劃關聯圖 |
課程大綱
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課程概述 |
RARELY DO WE ACQUIRE AN INFORMATION GOOD AFTER WE EXPERIENCE IT IN ITS ENTIRETY. INDIVIDUALS LEARN ABOUT A WORK FROM PARTIAL INFORMATION (E.G. REVIEWS, WORD-OF-MONTH, SUMMARIES AND ABSTRACTS ETC.), THEREFORE THE INEVITABLE UNCERTAINTY IN PREDICTING THE CONTENT AND RELEVANCE OF A WORK. THE AVAILABILITY AND ACCESSIBILITY OF VARIOUS FORMS OF "INFORMATION CUES" OR "META-INFORMATION" (I.E. INFORMATION ABOUT INFORMATION) THEREFORE SET THE PARAMETERS OF USERS' INFORMATION DIET.
THE UNCERTAINTY EXPERIENCED BY USERS IS LIKELY TO WORSEN IN A DIGITAL ENVIRONMENT WHERE THE PERUSE OF THE INFORMATION CONTENT IS CIRCUMSCRIBED. YET ONLINE ENVIRONMENT ALSO PRESENTS OPPORTUNITIES FOR THE IMPLEMENTATION OF NOVEL DECISION AIDS SUCH AS RECOMMENDER SYSTEM AND THIRD-PARTY INFORMATION (REVIEWS BY EXPERTS AND LAYPERSONS) TO REDUCE DECISION UNCERTAINTY AND PROMOTE SERENDIPITOUS INFORMATION ENCOUNTERS.
THE COURSE IS DESIGNED TO EXPLORE VARIOUS ASPECTS OF DECISION MAKING IN INFORMATION CONSUMPTION. WHILE UNCERTAINTY HAS LONG BEEN RECOGNIZED AS AN IMPORTANT FACTOR IN INFORMATION BEHAVIOR LITERATURE, LITTLE HAS BEEN ADDRESSED FROM THE PERSPECTIVE OF THE UNCERTAINTY INVOLVED IN DECIDING WHAT INFORMATION TO CONSUME. TO PROVIDE THE STUDENTS NECESSARY ANALYTIC TOOLS FOR USER DECISION MAKING, A SURVEY OF RELEVANT LITERATURE IN COGNITIVE SCIENCE, SOCIAL PSYCHOLOGY, HCI, AND CONSUMER BEHAVIORS WILL BE GIVEN, WITH A SPECIAL FOCUS ON THEIR IMPLICATIONS ON EXPLAINING AND PREDICTING INFORMATION USERS' DECISION MAKING.
IT IS HOPED THAT A BETTER UNDERSTANDING OF THE PROCESS OF HOW USERS ASSIMILATE AND COMBINE VARIOUS INFORMATION CUES IN THEIR INFORMATION ENVIRONMENT WILL PROVIDE VALUABLE INSIGHTS INTO THE DESIGN OF INFORMATION SERVICE ABLE TO REDUCE SEARCH EFFORTS AND SEARCH UNCERTAINTY.
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課程目標 |
THE CLASS WILL BE ORGANIZED ACCORDING TO THE FOLLOWING MODULES:
1. CHARACTERISTICS OF INFORMATION GOODS
2. THE MEDIATING ROLE OF "INFORMATION CUE"
3. MODELS IN DECISION MAKING (BAYESIAN INFERENCE, LEN'S MODEL, BOUNDED RATIONALITY)
4. COGNITIVE ECONOMY AND INFORMATION FORAGING THEORY
5. DECISION BIASES AND HEURISTICS
6. CONSUMER'S INFORMATION SEEKING AND DECISION MAKING BEHAVIORS
7. RECOMMENDER SYSTEMS AND OTHER CONSUMER DECISION AIDS
8. CULTURAL CONSUMPTION AND READER RESPONSE
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課程要求 |
1. EMPIRICAL RESEARCH REVIEW (20%)
STUDENTS WILL WORK IN PAIRS TO PRESENT ONE EMPIRICAL STUDY (SEE BELOW FOR THE LIST OF ARTICLES REVIEWED). THIS ASSIGNMENT IS DESIGNED TO HELP FAMILIARIZE YOURSELF WITH THE ACTUAL USER STUDY PROCEDURES. YOU SHOULD THEREFORE FOCUS MAINLY ON THE METHODOLOGIES USED IN THESE STUDIES. SPECIFICALLY, THE REVIEW SHOULD CONSIST OF THE SIX BASIC ELEMENTS OF AN EMPIRICAL STUDY:
A. CONSTRUCT
B. HYPOTESES
C. MEASURES
D. MEASURING INSTRUMENTS
E. METHODOLOGY
F. STRENGTHS AND POTENTIAL FLAWS (E.G. THREATS TO EXTERNAL OR INTERNAL VALIDITY)
NO WRITTEN REPORT FOR THIS ASSIGNMENT, GIVE A 20 MINUTES POWER POINT PRESENTATION OF YOUR REVIEW AND TURN IN THE PPT FILE.
2. TERM PAPER (40%)
EACH GROUP (FOR GRADUATE STUDENTS, EACH INDIVIDUAL) WILL WRITE A RESEARCH PROPOSAL DUE AT THE END OF THE SEMESTER.
AS THE FORCUS OF THE PAPER WILL BE THE METHODOLOGY, A LENGTHY LITERATURE REVIEW IS NOT REQURIED. IT WILL BE A USER STUDY THAT CONSISTS OF THE FOLLOWING COMPONENTS:
A. BACKGROUND AND PROBLEM STATEMENT (1-2 PAGES)
B. STUDY OBJECTIVES (1-2 PAGES)
C. RESEARCH QUESTIONS (1-2 PAGES)
D. RESEARCH PROCEDURES (METHODOLOGY, DESIGN, INSTRUMENTS) (5-8 PAGES)
E. EXPECTED DIFFICULTIES (1-2) PAGES
F . PRESENTATION OF THE PROJECT TO THE CLASS
3. SHORT ESSAY QUESTIONS (30%)
EEACH STUDENT WILL ANSWER THREE SHORT EASSY QUESTIONS (ABOUT ONE-PAGE LONG) GIVEN OUT INT THE CLASS THROUGH OUT THE SEMESTER.
4. PARTICIPATION (10%)
WILL BE EVALUATED ON YOUR ATTENDANCE AND PARTICIPATION (I.E. THE QUESTIONS YOU RAISE AND ANSWERS YOU GIVE IN THE CLASS OR THROUGH DISCUSS FORUM).
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預期每週課後學習時數 |
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Office Hours |
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指定閱讀 |
待補 |
參考書目 |
ELBERSE, ANITA, SHOULD YOU INVEST IN THE LONG TAIL? HARVARD BUSINESS REVIEW, VOL. 86, NO. 7/8. (JULY/AUGUST 2008), PP. 88-96.
GIGERENZER. G, P. M. TODD, AND THE ABC RESEARCH GROUP (1999). SIMPLE HEURISTICS THAT MAKE US SMART. OXFORD UNIVERSITY PRESS.
MALCOLM GLADWELL, MALCOLM(2005). BLINK: THE POWER OF THINKING WITHOUT THINKING. FREE BOOK.
KAHNEMAN, D. (2003). A PERSPECTIVE ON JUDGMENT AND CHOICE. AMERICAN PSYCHOLOGIST, 58, 697-720.
KAHNEMAN, D. & TVERSKY, A. (EDS.) (2000). CHOICES, VALUES, AND FRAMES. NEW YORK: CAMBRIDGE UNIVERSITY PRESS.
HASTIE, DAWES (2001). RATIONAL CHOICE IN AN UNCERTAIN WORLD: THE PSYCHOLOGY OF JUDGMENT AND DECISION MAKING. SAGE.
KOEHLER, D. AND N. HARVEY (2004). BLACKWELL HANDBOOK OF JUDGMENT AND DECISION MAKING. BLACKWELL PUBLISHING.
SHETH, J. N. AND MITTAL, B. (2004). CUSTOMER BEHAVIOR: A MANAGERIAL PERSPECTIVE. THOMSON.
NEWELL, B. R., D. A. LAGNODO, AND D. R. SHANKS (2007). STRAIGHT CHOICES: THE PSYCHOLOGY OF DECISION MAKING. PSYCHOLOGY PRESS.
BAYARD, P. (2007). HOW TO TALK ABOUT BOOKS YOU HAVEN'T READ. BLOOMSBURY.
PAYNE, J. W. J. R. BETTMAN, E. J JOHNSON (1993). THE ADAPTIVE DECISION MAKER. CAMBRIDGE UNIVERSITY PRESS.
DELLAROCAS, C. (2003). THE DIGITIZATION OF WORD OF MOUTH: PROMISE AND CHALLENGES OF ONLINE FEEDBACK MECHANISMS. MANAGEMENT SCIENCE, 40, 1407-1424.
JUHA LEINO, K.-J. R. (2008). USER EXPERIENCES AND IMPRESSIONS OF RECOMMENDERS IN COMPLEX INFORMATION ENVIRONMENT. BULLETIN OF THE IEEE COMPUTER SOCIETY TECHNIACAL COMMITTEE ON DATA ENGINEERING.
MITTAL, B. (2004). LACK OF ATTRIBUTE SEARCHABILITY: SOME THOUGHTS. PSYCHOLOGY AND MARKETING, 21(5), 443.
PIROLLI, P. (2007). INFORMATION FORAGING THEORY: ADAPTIVE INTERACTION WITH INFORMATION. OXFORD SERIES IN HUMAN-TECHNOLOGY INTERACTION. OXFORD: OXFORD UNIVERSITY PRESS.
M.-C. TANG (IN PRESS). A STUDY OF ACADEMIC LIBRARY USERS’ DECISION MAKING PROCESS: A LEN’S MODEL APPROACH. JOURNAL OF DOCUMENTATION.
B. SARWAR, G. KARYPIS, J. KONSTAN, AND J. RIEDL, ITEM-BASED COLLABORATIVE FILTERING RECOMMENDATION ALGORITHMS PROC. 10TH WORLD WIDE WEB (WWW10) CONF., PP. 285-295, 2001.
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評量方式 (僅供參考) |
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週次 |
日期 |
單元主題 |
第1週 |
9/11 |
Course outline |
第2週 |
9/18 |
intro to cultural industries |
第3週 |
9/25 |
unpredictability of cultural market |
第4週 |
10/02 |
decision rules |
第5週 |
10/09 |
lens model |
第6週 |
10/16 |
social media and information access |
第7週 |
10/23 |
HEURISTICS AND BIAS |
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