IMB 301 Study Guide for Midterm #2
Decision Support Systems and Marketing Research
Define marketing decision support system
An interactive, flexible computerized information system that enables managers to obtain and manipulate information
as they are making decisions [DSS]
DSS System Characteristics
: Managers give simple instructions and see immediate results. The process is under their
direct control; no computer programmer is needed. Managers don’t have to wait for schedule reports.
: A DSS can sort, regroup, total, average, and manipulate the data in various ways. It will shift
gears as the user changes topics, matching information to the problem at hand. For example, the CEO
can see highly aggregated figures, and the marketing analyst can view very detailed breakouts.
: Managers can probe for trends, isolate problems, and ask “what if” questions.
: Managers who aren’t skilled with computers can easily learn how to use a DSS. Novice
users should be able to choose a standard, or default, method of using the system. They can bypass
optional features so they can work with the basic system right away while gradually learning to apply its
: The creation of a large computerized file of customers’ and potential customers’ profiles and
purchase patterns. The key tool for successful one-to-one marketing.
Understand the steps involved in conducting a marketing research project
Plan design/primary data
Specify sampling procedure
Marketing Research Problem:
Determining what information is needed and how that information can be obtained
efficiently and effectively.
Marketing Research Objective:
The specific information needed to solve a marketing research problem; the
objective should provide insightful decision-making information.
Management Decision Problem:
A broad-based problem that requires marketing research in order for managers to
take proper actions.
Define marketing research and explain its importance to marketing decision making
: The process of planning, collecting, and analyzing data relevant to a marketing decision.
Marketing Research Studies
: Products, Advertising, Prices, Packages, Names and Logos, Services, Buying habits,
Colors, Uses, Awareness, Familiarity, New concepts, Traffic patterns, Wants, Needs, Politics.
Role of Marketing Research
: Gathering and presenting factual statements.
: Explaining data
: “What if”
Management Uses f Marketing Research
Improve the quality of decision making
Focus on keeping existing
Understand the marketplace
Alert them to marketplace
Gauge the value of goods and services,
and the level of customer satisfaction
Marketing research improves quality of decision making, traces problems, focuses on keeping existing customers,