Group Brainstorming Field Study: Effect of Size, Recording Method, and Task, on Productivity and Participants' Reactions.

Abstract

This field experiment in brainstorming was formulated to test Osborn's brainstorming technique using his directives. Three variables were studied in a 2 x 3 x 2 factorial analysis for the effect of group size, method of recording ideas, and group task upon group productivity and participants' reactions to the experience. Small groups (5-7) and large groups (9-19) were tested using three methods for recording ideas contributed: board (ideas listed on board, visible to the participants); secretary (ideas compiled on notepad, not visible to participants); and , oral (ideas taperecorded). Two tasks were used: contrived (How many ways can you find to use the Pringle Potato Chip container?); and , real (formulated to generate ideas as alternatives for a problem identified by the group). The same leader was used for all experiments. Groups were given identical instructions and were led through the session using the hitch-hiking and idea-spurring suggestions as per Osborn's directives. The fifteen minute brainstorming sessions were divided into thirds to identify the most productive time component. Subjects were existing groups who met to solve one of their own problems during a regularly scheduled meeting of their group. The significant findings were: (1) Participants in small groups contributed a greater mean number of ideas per person than did participants in large groups. (2) Although all participants were satisfied with their involvement and with their own participation, responses from the small groups indicated a greater satisfaction. (3) Participants in the board method indicated greater satisfaction with their productivity than did participants in the secretary or oral methods. (4) The real task was significantly more meaningful to participants than the contrived task. (5) All groups contributed more ideas in the first five minutes of the fifteen minute brainstorming sessions.