The Many Faces of Information Management. AIR 1998 Annual Forum Paper.

This paper examines the many facets of administrative information management on the college or university campus. It is argued that, depending on the situation, an effective information manager can adopt the outlook of an architect/designer, data administrator, editor, analyst, reporter, planner, broker, collaborator, interpreter, or marketer. These roles are discussed in the context of an information management model that begins with the campus office or department that supplies the raw data and moves from data base development and administration to the production of analyses and subsequent presentation of these analyses to the customer (the president, deans, committees, governing board, or legislature) who ultimately uses the information in implementing a policy or strategic decision. This model is discussed in relation to Sheehan's (1977) Three-Hat Theory (which focuses on the roles of decision maker, intermediary, and technician), and extends his theory by positing numerous personae who are integral to effective institutional research. One of these many faces--the evaluator--transcends Sheehan's three hats and suggests a further linkage with the Plan-Do-Check-Act sequence as detailed by McLaughlin and Snyder (1993). (Contains 18 references.) (MDM)