DSS & MR..sagar

8/7/2019 DSS & MR..sagar

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Sagar Godkhindi


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What is MDSS?

Marketing

Decision

SupportSystems

Marketing

Decision

SupportSystems

An interactive, flexible

computerized information

system that enables managers

to obtain and manipulate

information as they are making

decisions.


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DSS System Characteristics

Int r ti

Int r ti

Fl xibl

Fl xibl

Dis o ry-Ori nt d

Dis o ry-Ori nt d

A ssibl

A ssibl


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Marketing Decision Support Systems

Database

Marketing

Database

Marketing The creation of a largecomputerized file of customers

and potential customers

profiles and purchase patterns.

The key tool for successful

one-to-one marketing.


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Marketing Decision Support Systems


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What is Marketing Research and Why it is

Important

y Define marketing research and explain itsimportance to marketing decision making


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The Role of Marketing Research

Marketing

Research

Marketing

Research

The process of PLANNING,

COLLECTING, and

ANALYZING data relevant toa marketing decision.


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Marketing Research Studies: What

issues are often investigated?

ProductsProducts

AdvertisingAdvertising

PricesPrices

PackagesPackages

Names and LogosNames and Logos

ServicesServices

Buying habitsBuying habits

ColorsColors

UsesUses

AwarenessAwareness

FamiliarityFamiliarity

New conceptsNew concepts

Traffic patternsTraffic patterns

WantsWants

NeedsNeeds

PoliticsPolitics


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The Role of Marketing Research

Diagnostic

Predictive

Descriptive Gathering and presenting

factual statements

Explaining data

What if?


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When Should Marketing

Research Be Conducted?

Where there is a HIGH

level of UNCERTAINTY

When VALUE of research

information exceeds the

COST of generating the

information


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The Marketing

Research Process

CollectData

CollectData

SpecifySamplingProcedure

SpecifySamplingProcedure

Plan Design/Primary DataPlan Design/Primary Data

DefineProblemDefine

Problem

AnalyzeData

AnalyzeData

Prepare/PresentReport

Prepare/PresentReport

Follow UpFollow Up

1

23

4

5

67


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Marketing Research

MarketingResearchProblem

MarketingResearchProblem

MarketingResearchObjective

MarketingResearchObjective

ManagementDecisionProblem

ManagementDecisionProblem

Determining WHAT INFO IS NEEDED andHOW that information can be

obtained efficiently and effectively.

Determining WHAT INFO IS NEEDED andHOW that information can be

obtained efficiently and effectively.

The s ecific INFO neededto SO E A MARKETIN RESEAR H

PRO EM;the objective sho ld rovide insightf l

decision-making information.

The s ecific INFO neededto SO E A MARKETIN RESEAR H

PRO EM;the objective sho ld rovide insightf l

decision-making information.

A broad-based roblem thatreq ires marketing research in orderfor managers to take ro er actions.

A broad-based roblem thatreq ires marketing research in orderfor managers to take ro er actions.


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Characteristics of DSSy DSS offer users flexibility, adaptability, and a quick

response

y

DSS allow users to initiate and control the input andoutput

y DSS operate with little or no assistance fromprofessional programmers

y

DSS provide support for decisions and problemswhose solutions cannot be specified in advance

y DSS use sophisticated analysis and modeling tools


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Identifying DSS Problemy Problems should be identified by users

y There must be a body of data to work with and analyze

y

The problem must be one for which no simple formulaprovides a solution

y There must be some systematic way of thinking aboutthe problem that aDSS can automate or assist

y

The problem must be important enough to engage thetime and energy of management groups ranging fromfirst line supervisors to senior management


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Types of DSSy Model-drivenDSS

y What-if analysis

y Goal seeking analysisy Sensitivity analysis

y Data-drivenDSS

y Query

y Multidimensional analysis, or OLAP

y Data mining


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DSSDatabase

DSSSoftware System

DecisionModelsOLAP Tools

DataMining Tools

UserInterface

Components of DSS

InteractiveQuick response

Internal RecordsMarketing IntelligenceMarketing Research


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Level 1

Level 2

Level 3

DataManagement

Data acquisition, storage and retrieval

Data Analysis

Finding and analyzing relationshipsbetween variables

Decision Analysis

Prioritization and choice amongdecision alternatives

Levels of DSS


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DSS Level1

Data Managementy Tools

y Database

y Database management system (DBMS)

y Query facilities

y Report writers

y Document and image management system


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DSS Level1

Data Managementy The difficulties

y The amount of data increases exponentially

y Data are scattered through out organizations andare collected by many individuals using severalmethods and devices

y Only small portions of an organizations data arerelevant for specific decisions

y An ever-increasing amount of external data needsto be considered in making decisions


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DSS Level2

Data Analysisy Basic data analysis tools

y Spreadsheet

y What-if analysis

y Goal seeking analysis

y Sensitivity analysis

y Graphical tools

y Statistical tools


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DSS Level2

Data Analysisy OLAP (online analytical processing) tools

y Access very large amounts of data

y Analyze the relationships between many types ofbusiness elements

y Involve aggregated data

y Compare aggregated data over time periods

y Present data in different perspectives

y Involve complex calculations between dataelements


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DSS Level3

Decision Analysisy Nature of marketing criteria

y Quantitative criteria

y Monetarye.g. $ sales value, costs, contribution

y Non-monetarye.g. sales growth rate, market share

y Qualitative criteria

e.g. image, satisfaction


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DSS Level3

Decision Analysisy Difficulties in decision making

y Human cognitive limitations

y

Short term memory (7+

2)y Non-linear utilities

y Scaling technique

y Need to combine different scales

y N

o scales for qualitative factors

Documents

DSS & MR..sagar