Professional Documents
Culture Documents
c
t r ti
Fl xibl
Dis o ry-Ori t d
A ssibl
Database
The creation of a large
Marketing
computerized file of customers¶
and potential customers¶
profiles and purchase patterns.
Products Uses
Advertising Awareness
Prices Familiarity
Services Wants
Colors Politics
Where there is a H
GH
level of UNCERTA
NTY
The s ecific
NFO needed
Marketing to SO E A MARKET
N RESEAR H
Research PRO EM;
Objective the objective sho ld rovide insightf l
decision-making information.
V oftware ystem
Vecision ?odels
OLA Tools
Vata ?ining Tools
User Interactive
Interface uick response
Vata ?anagement
Level Vata acquisition, storage and retrieval
Vata Analysis
Level
Finding and analyzing relationships
between variables
Vecision Analysis
Level
rioritization and choice among
decision alternatives
V
Tools
Vatabase
Vatabase management system (V?
uery facilities
Report writers
Vocument and image management system
V
The difficulties
The amount of data increases exponentially
Vata are scattered through out organizations and
are collected by many individuals using several
methods and devices
Only small portions of an organizationǯs data are
relevant for specific decisions
An ever-increasing amount of external data needs
to be considered in making decisions
V £
asic data analysis tools
preadsheet
hat-if analysis
Goal seeking analysis
ensitivity analysis
Graphical tools
tatistical tools
V £
OLA (online analytical processing tools
Access very large amounts of data
Analyze the relationships between many types of
business elements
Involve aggregated data
Compare aggregated data over time periods
resent data in different perspectives
Involve complex calculations between data
elements
V º
3ature of marketing criteria
uantitative criteria
?onetary
3on-monetary
ualitative criteria
V º
Vifficulties in decision making
Human cognitive limitations
hort term memory (
3on-linear utilities
caling technique
3eed to combine different scales
3o scales for qualitative factors