Making Sense of Complex Marketing Decision Systems: Decision System Analysis

Roger Marshall, David Bibby and Na WoonBong
Additional contact information
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

International Journal of Business and Economics, 2013, vol. 12, issue 2, 121-130

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.

Keywords: decision system analysis; protocols; decision maps; business decisions (search for similar items in EconPapers)
JEL-codes: M30 M31 M37 (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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