The assignment aims to develop research, analysis and communication skills by focusing on the soft end of the analytics spectrum, human decision-making. In the attached research article, ‘Does the brain calculate value?’, Vlaev et al (2011) present cognitive science perspectives on how the human mind chooses between options, they posit a wide spectrum of decision-making scenarios, from ‘value-first’ to ‘comparison-only’.
Does the brain calculate value?
Ivo Vlaev, Nick Chater, Neil Stewart and Gordon D.A. Brown
The assignment comprises two dependent tasks. Firstly, read and understand the form and function of human cognition in such decision-making scenarios. This would be largely based on Vlaev et al (2011) research article but you should refer to other relevant/related research articles for further insights.
Second task is to apply knowledge and skills acquired in this subject, Principles of Business Analytics, to explore the role of analytics and data-driven decisions in advancing/supporting/guiding human cognition in decision-making. You may refer to research literature, but this task should predominantly be an original contribution based on your understanding of the analytics discipline and current learning outcomes.