Making Sense of Marketing Decision Systems through Pictorial Representation: Decision System Analysis
Field Guide to Case Study Research in Business-to-business Marketing and Purchasing
ISBN: 978-1-78441-080-3
Publication date: 27 August 2014
Abstract
Decision system analysis is a conceptually simple technique that maps the process of group decisions over time. The data is gathered in a variety of ways, but most often some form of protocol analysis is the foremost tool. The data is then condensed and depicted as a flowchart for a specific decision. If several such flowcharts 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.
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Acknowledgements
Acknowledgment
The authors gratefully acknowledge the permission granted by the International Journal of Business & Economics to reproduce an adapted and expanded version here, of a paper published in IJBE in 2013 (Marshall, R., Bibby, D., & Na, W. (2013). Making sense of complex marketing decision systems: Decision system analysis. International Journal of Business & Economics, 12(2), 121–130).
Citation
Marshall, R., Bibby, D. and Na, W. (2014), "Making Sense of Marketing Decision Systems through Pictorial Representation: Decision System Analysis", Field Guide to Case Study Research in Business-to-business Marketing and Purchasing (Advances in Business Marketing and Purchasing, Vol. 21), Emerald Group Publishing Limited, Leeds, pp. 211-226. https://doi.org/10.1108/S1069-096420140000021007
Publisher
:Emerald Group Publishing Limited
Copyright © 2014 Roger Marshall, David Bibby and WoonBong Na