Difference between marketing research and a DSS

Assignment Help Marketing Research

Reference no: EM131804036

Problem: Explain the concept and purpose of a marketing decision support system. A decision support system (DSS) makes data instantly available to marketing managers and allows them to manipulate the data themselves to make marketing decisions. Four characteristics make DSSs especially useful to marketing managers: (1) They are interactive, flexible, discovery oriented, and accessible; (2) They give managers access to information immediately and without outside assistance; (3) They allow users to manipulate data in a variety of ways and to answer "what if" questions; (4) They are user-friendly even for computer novices.

Questions: 1. In the absence of company problems, is there any reason to develop a marketing DSS?

2. Explain the difference between marketing research and a DSS.

Reference no: EM131804036

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