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Marketing Research: Within a Changing Information Environment, 2/e
Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida
Marketing Decision Support Systems and Business Intelligence

Learning Objectives


1.

Understand the purpose of a marketing decision support system (MDSS).

2.

Describe the various information requirements used to design an MDSS.

3.

Understand the role of transactional data in the MDSS.

4.

Explain the relationship between information processing and the MDSS.

5.

Understand the various models used in MDSS.

6.

Provide examples of output from an MDSS.








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