so, instead of systematically gathering data, if you gather primary data, it is all the more
reliable, you may say let me go to secondary data. What you mean by secondary data?
Data that is already gathered in a market, you may say, let me try to gather data from
these secondary sources and put this to use because I really do not have that much time
available to do this systematic gathering of appropriative information; but if you had the
time, nothing like the planning mode of decision-making.
So, the next mode of decision-making which Mintzberg talks of is what is called the
logical incrementalization. What is this logical incrementalization? This logical
incrementalization refers to synthesis of planning, adaptive and to a lesser extent -
entrepreneurial mode of decision-making.