Ch. 5 Decision Support Systems

systems

"Current information needed for normal operations is available when managers need it" is the big advantage of the ________ approach.

systems

"Managers are limited to the information that is available in the database" is the disadvantage of the _______ approach

time and money

2 most significant advantages of secondary data are that you save ________________

primary

A _______ source should provide a detailed description of the data collection process, including definitions, data collection forms, method of sampling, and more.

marketing information systems (MIS)

A set of procedures and methods for the regular, planned collection, analysis, and presentation of information for use in making marketing decisions.

primary secondary

Always use the _______ source of _________ data.

project

Approach to gather marketing intelligence by conducting projects to address specific problems

system

Approach to gather marketing intelligence by putting systems in place that provide data on an ongoing basis

difficult

Effective MIS and DSS systems are often ________ to implement.

sales and cost data

For most companies, what two things represent promising internal secondary data for many research problems?

sales invoice

In b2b, the ___________ is a gold mine of information

original compiler

In secondary data, the expenses incurred in collecting the data have already been paid by the _____________ of the information

10

The US census is conducted once every _____ years

steady

The emphasis in an MIS is to produce information on a _________ basis.

internal external

The general rule is that primary data should be only collected if secondary sources are unavailable from ______ and _________ sources

managers are limited to the data available in the system

The major limitation of the systems approach:

census

The number one source of secondary data that is readily available for tasks such as market analysis

primary source

The originating source of secondary data

data system

The part of a decision system that includes the processes used to capture and the methods used to store data coming from a number of external and internal sources. It is the creation of a database.

project and systems

The two approaches marketing research can gather marketing intelligence are the ________ and _______ approaches.

data

The typical _______ system has modules containing customer information, general economic and demographic information, competitor information, and industry information, including market trends.

do not fit the problem and not accurate

Two problems that commonly arise with secondary data:

different units of measurement, different class definitions, or age of data

Usually, poor fit of secondary data is due to one or more of the following three problems:

data system, model system, and the dialog system

What are the three basic components of a DSS:

frequent and custom reports

What are the two key outputs of good information systems?

managers receive the regular reports as they are issued and distributed

What happens once an MIS is designed and implemented?

already exists

When a problem or opportunity has been carefully defined, the first consideration should be whether or not the information needed to address the issue _______________.

first hand knowledge

When a researcher is collecting primary data, _______________ helps in gauging the accuracy of the information being collected.

primary

______ data is information collected specifically for the investigation at hand

advocacy

______ research is conducted to support a position rather than to find the truth about an issue

secondary

________ data has already been collected, often for some other purpose or by some other organization

transaction

________ data serve as the building blocks for overall company sales performance

secondary source

a source of secondary data that did not originate the data but rather secured them from another source

decision support system (DSS)

a system that combines data, models for guiding decisions, and a user interface that allows users to interact with the system to produce customized information

customer relationship management (CRM)

a system that gathers all relevant information about a company's customers and makes it available to the employees that interact with the customers

marketing dashboard

a visual display of relevant marketing information designed to provide interactive access to a company's key marketing metrics

dialog

the _____ systems are sometimes menu driven , requiring only a few clicks of a computer mouse or a few simple keystrokes.

model system

the part of a decision support system that includes all the routines that allow the user to manipulate the data so as to conduct the kind of analysis the individual desires. It is the collection of analytical tools to interpret the database.

dialog system

the part of a decision support system that permits users to explore the databases by employing the systems models to produce reports that satisfy their particular information needs. It is the user interface of the decision support system, which is also called a language system.

knowledge management

the systematic collection of employee knowledge about customers, products and processes, and the marketplace