Quality as a function of quantity in electronic brainstorming

Abstract

The quality of ideas a team generates constitutes an upper limit on the quality of the problem solving process. Much research has been done about causes of idea quantity and causes of idea quality. It has been noted by some researchers that idea quality appears to correlate with idea quantity, and several have argued that it is not necessary to go to expense and effort required to evaluate idea quality since it correlates with quantity. This paper draws on Team Theory to develop a causal link between quantity and quality. It then presents a low-cognitive-load, high-reliability method for evaluating idea quality. It reports on a study that addresses the question, “Will an increase in idea quantity cause more good ideas to be generated?”. The results support the hypothesis that there is a modest causal connection between quantity and quality, but the data suggest other factors are far more important for determining the number of good ideas a team generates. It concludes that researchers must continue to measure the effects of their brainstorming treatments on idea quality; it is not sufficient to assume that quality will always track quantity. Other factors not accounted for by the quality-quantity model may well counter and outweigh this effect.