Heurísticas y toma de decisiones gerenciales individuales en pymes de Bogotá
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Cortés Cortés, Jorge Mario
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Trabajo de grado - Maestría
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EspañolFecha de publicación
2015
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En el estudio del comportamiento humano, la heurística se define como un atajo mental, una serie de estrategias de simplificación, o un grupo de reglas empíricas, que se usan al tomar decisiones por fuera de la concepción racional. En muchos casos, las heurísticas no son una buena pauta para tomar una decisión debido al surgimiento de sesgos cognitivos, pero en otros casos pueden resultar eficientes y de gran utilidad. El propósito de esta investigación es evidenciar el uso de heurísticas en la toma de decisiones gerenciales en pequeñas y medianas empresas de Bogotá, especialmente en decisiones individuales y en la heurística de anclaje y ajuste. Para ello se realizó una encuesta con método probabilístico a 3.988 gerentes, cuyos resultados evidencian el uso de recursos tradicionales (racionales) y también heurísticos en el momento en que los gerentes deciden en pequeñas y medianas empresas. Puede concluirse que los encargados de tomar decisiones en las empresas objeto de estudio no se mantienen en una sola línea de actuación puesto que utilizan tanto los recursos propios de la administración tradicional como también las heurísticas (asumiendo sus sesgos) para tomar decisiones debido a la rapidez con que éstas deben darse en un mundo globalizado y cada día más competitivo.
Abstract. In the study of human behavior, heuristics is defined as a mental shortcut; a series of simplification strategies, or a group of empiric rules, which are used when making decisions outside rational conception. In many cases, the heuristics are not a good guideline to make a decision due to the rise of cognitive bias, but in some other cases they could come out as efficient and useful tools. The purpose of this research is to evidence the use of heuristics in making managing decisions in small and medium size companies from Bogota, especially individual decisions and in anchorage and adjustment heuristic. To do so, a survey was used with probabilistic method to 3,988 managers, which results showed the use of traditional resources (rational) and also heuristic at the moment the managers made decisions in small and medium size companies used in the study, these did not keep a single line of acting because these companies used their own sources of traditional managing as well as the heuristics (assuming bias) to make decisions due to the promptness which these have to act in a more globalized and competitive world.
Abstract. In the study of human behavior, heuristics is defined as a mental shortcut; a series of simplification strategies, or a group of empiric rules, which are used when making decisions outside rational conception. In many cases, the heuristics are not a good guideline to make a decision due to the rise of cognitive bias, but in some other cases they could come out as efficient and useful tools. The purpose of this research is to evidence the use of heuristics in making managing decisions in small and medium size companies from Bogota, especially individual decisions and in anchorage and adjustment heuristic. To do so, a survey was used with probabilistic method to 3,988 managers, which results showed the use of traditional resources (rational) and also heuristic at the moment the managers made decisions in small and medium size companies used in the study, these did not keep a single line of acting because these companies used their own sources of traditional managing as well as the heuristics (assuming bias) to make decisions due to the promptness which these have to act in a more globalized and competitive world.