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Carolyn Brahm: Department of Management, School of Business Administration and Economics, California State University, Fullerton, California, USA
Brian H. Kleiner: Department of Management, School of Business Administration and Economics, California State University, Fullerton, California, USA
Brainstorming
Brainstorming is a decision-making technique used to indicate verbal generation of ideas by a group. The major idea behind the brainstorming method is that everyone should experience total freedom to express ideas without fear of personal embarrassment or criticism from others. Generating as many creative and innovative ideas as possible is the goal. The emphasis on the brainstorming process has been derived from Alex Osborn's text Applied Imagination , published in 1962. Osborn and his associates conducted extensive research using brainstorming techniques. In most situations brainstorming tended to be up to 44 per cent more effective than traditional problem-solving methods[1]. According to Stech, Osborn set the following five rules for his brainstorming technique[2, p. 261]::
(1) Criticism is ruled out. Both positive and negative evaluation of ideas must be withheld during the brainstorming process.
(2) "Free-wheeling" is encouraged. The wilder the idea, the better. It is much easier to tame down than to think up an idea.
(3) Quantity is encouraged. The greater the number the greater the likelihood that several ideas will be workable.
(4) Combinations of ideas are encouraged. The participants may combine two or more stated ideas in still another idea.
(5) "Hitchhiking" is encouraged. This involves suggesting an idea similar to, or triggered by, someone else's idea.
According to Barker, groups using the brainstorming process will want to set a specific time limit for the session. Generally, a brainstorming session should last for no longer than five to seven minutes. During this conception period, one or two people may be asked to serve as recorders of the ideas. If two people are recording ideas, they can take turns recording to increase the efficiency of collecting the suggestions that have been made. A chalkboard, piece of paper, or an overhead projector may be used as means of recording the ideas[1]. One important aspect of brainstorming that should be remembered is that a brainstorming session is a true verbal free-for-all[1]. Criticism is ruled out, and all ideas are permitted without ridicule. It generally takes a few trials...