Conceptualization of Predisposing Factors in Applying Heuristics in Superior Iranian Entrepreneurs' Decision Making Process (Focus Group Methodology)

Heuristic decision making is a cognitive mechanism which is applied by entrepreneurs in their decision making process. Heuristics significantly affects the qualitative entrepreneurial decision making. The present study aims to conceptualize the predisposing factors in applying heuristics in Iranian entrepreneurs' decision making process. The research is based on the qualitative research, specifically the focus group methodology. The sample is 9 Iranian superior entrepreneurs selected by Iran’s Ministry of Labor and Social Affairs in 2009-2010, as well as some prominent professors who were accordingly selected by sampling. The participants, responses were analyzed by using qualitative content analysis method. The findings indicated that the predisposing factors in applying heuristics by Iranian entrepreneurs could be classified into six categories which included entrepreneurial personal and psychological characteristics, information processing ability, cognitive ability, cognitive biases and heuristics, environmental factors and personal living conditions