The impact of the quality of a marketing decision support system: an experimental study
International Journal of Research in Marketing , Volume 13 - Issue 4 p. 331- 343
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.
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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