|
|
|
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 |
|
|
Back |
|