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Decision support for marketing research and corporate planning |
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| Authors: | LDouglas Smith John Blodgett Marius Janson Vince Bartle |
| Affiliation: | School of Business Administration, University of Missouri-St. Louis, St. Louis, MO 63121, U.S.A.;Director of Planning and Research, Shelter Insurance Companies, Columbia, MO, U.S.A. |
| Abstract: | Marketing research and corporate planning are enhanced by an effective decision support system. A system developed and implemented in an insurance company is used to illustrate how computer cartography and statistical procedures can be combined as powerful analytical tools. It also demonstrates how a nonprocedural language (SAS with SASGRAPH) can be used to create modules of systems that are efficiently implemented and easily maintained by analysts with limited programming capabilities. |
| Keywords: | Decision Support System DSS Marketing Research Corporate Planning Nonprocedural Language |
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