In this paper we present the results of an experimental study of the impact of the quality of a marketing decision support system (MDSS). The experiment was conducted in the MARKSTRAT environment. The quality of an MDSS was operationalized as the predictive precision of its simulation models. The results show that marketing decision-makers using a high-quality MDSS outperform marketing decision-makers using a medium-quality MDSS. The superior performance with the high-quality MDSS was obtained for both low and high time-pressure.

Additional Metadata
Keywords MARKSTRAT, decision support, laboratory experiment, system quality
Persistent URL dx.doi.org/10.1016/S0167-8116(96)00017-1, hdl.handle.net/1765/2664
Series ERIM Top-Core Articles
Journal International Journal of Research in Marketing
Citation
van Bruggen, G.H, Smidts, A, & Wierenga, B. (1996). The impact of the quality of a marketing decision support system: an experimental study. International Journal of Research in Marketing, 13(4), 331–343. doi:10.1016/S0167-8116(96)00017-1