Making Sense of Complex Marketing Decision Systems: Decision System Analysis
AbstractDecision 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.
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Bibliographic InfoArticle provided by College of Business, and College of Finance, Feng Chia University, Taichung, Taiwan in its journal International Journal of Business and Economics.
Volume (Year): 12 (2013)
Issue (Month): 2 (December)
decision system analysis; protocols; decision maps; business decisions;
Find related papers by JEL classification:
- M30 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - General
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- M37 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Advertising
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- Martin, Drew & Isozaki, Mark, 2013. "Hotel marketing strategies in turbulent times: Path analysis of strategic decisions," Journal of Business Research, Elsevier, vol. 66(9), pages 1544-1549.
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