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By John G. Webster (Editor)

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Extra resources for 59.Systems, Man, and Cybernetics

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It is commonly specified to range on a scale between 0 (the utility of a “reasonable worst” option) and 1 (the utility for a “reasonable best” option). The weights are positive numbers that sum to 1. The weights measure of the relative value to the decision maker of “swings” from reasonable worst to reasonable best on the respective attributes. When the problem involves uncertainty, the utility function reflects not just ordinal preferences but also attitude toward risk. A concave utility func- J.

Considering the three objectives of human-centered design, as well as the broader context within which systems typically operate, it is apparent that the excellence of the technical attributes of a design are necessary but not sufficient to ensure that the system design is appropriate and successful. Given the right problem and appropriate solution, the next concern is developing it to perform well. Performance attributes should include operability, maintainability, and supportability—that is, using it, fixing it, and supplying it.

How large is the population of stakeholders? How are they distributed, organizationally and geographically? What is the size of their incomes? How do they spend it? Such databases are also likely to have information on the companies whose advertisements were identified in magazines and newspapers. What are their sales and profits? What are the patterns of growth? By pursing these questions, one may be able to find characteristics of the advertisements of interest that discriminate good versus poor sales growth and profits.

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