Volume 12, No. 2, December 2013

 

Making Sense of Complex Marketing Decision Systems:
Decision System Analysis
Roger Marshall
Marketing Advertising Retail and Sales Department, Auckland University of Technology, New Zealand
 
David Bibby
Auckland University of Technology, New Zealand
 

Na WoonBong

KyungHee University, South Korea
Abstract

Decision system analysis (DSA) is a conceptually simple technique that maps the process of group decisions over time. The data are gathered in a variety of ways, but most often some form of protocol analysis is the foremost tool. The data are then condensed and depicted as a flow chart for a specific decision. If several such flow charts can be assembled within an industry, they can be melded together to form a generic guide that is very useful to practitioners and very interesting to theorists. Here, a brief history of the development of the technique leads to a description of the process. This is followed by a comparison to cognitive mapping, a similar technique applied to mapping thought processes rather than physical processes, and an illustrative longitudinal example of DSA.

Key words: decision system analysis; protocols; decision maps; business decisions 
                   
JEL classification: M30; M31; M37

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