Components of a SystemDecision Support System Dissemination to decision makers Marketing Information System Integration with plan Marketing Database... Marketing DatabaseDecision Supp
Trang 1Components of a System
Decision Support System
Dissemination
to decision
makers
Marketing Information System
Integration with plan Marketing
Database
Trang 2Marketing Database
Decision Support System
External components
syndicated commercial data
Internal components
Trang 3Consumer Survey Research
Consumer Research
Mailing
In-Home
Mall Intercept
Complexity and
Substantial,
Limited to < 25 minutes
Good, nonlisted a
Quality of data
Better for sensitive questions, no claifier
Clear up ambiguities, socially accepted
Unnatural testing bias
Speed
Several weeks +
Faster than mail, slower than
Cost
$2.50 per
Relatively expensive
Less expensive than in-home
Executive,
Pervasive-concept tests, name tests,
Trang 4Consumer Survey Research
Consumer Research
measurement over time
Trang 5Consumer Survey Research
Consumer Research
measuring what is intended to be
measured
Trang 6Secondary Research
Consumer Research
www.stat-usa.gov www.yahoo.com www.altavista.com www.lycos.com www.census.gov