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Business and Competitive Analysis: Effective Application of New and Classic Methods, Second Edition by Babette E. Bensoussan, Craig S. Fleisher

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7. Analysis of Competing Hypotheses

Analysis of Competing Hypotheses (ACH) is a multi-variable, qualitative technique that aids judgment on important issues requiring careful weighing of alternative explanations or conclusions. ACH requires an analyst to explicitly identify all the reasonable alternatives in a particular situation and have them compete against each other for the analyst’s favor, rather than evaluating their plausibility one at a time. This can help an analyst to combat bias and cognitive distortions that often reduce the quality of the analysis process or the outputs generated by it.

ACH is grounded in basic insights from cognitive psychology, decision analysis, and the scientific method. ACH provides an analytical philosophy ...

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