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The integration of microcomputers in marketing research and decision making

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Abstract

This paper focuses on the integrative and pervasive use of microcomputers in marketing research and managerial decision making. The marketing research process is conceptualized as consisting of six phases. At each phase, microcomputer applications and illustrative software are identified as implications for the practice of marketing research discussed. Next the paper illustrates the use of microcomputers in selected application areas such as market segmentation, sales forecasting, new product development, pricing and decision support and expert systems. Guidelines for the selection of microcomputer software in specific situations are provided. The paper concludes with some observations on the future applications of microcomputers in marketing research and decision making.

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Author information

Authors and Affiliations

  1. Georgia Institute of Technology, Georgia, USA

    Naresh K. Malhotra

  2. Kennesaw College, Kennesaw, USA

    Armen Tashchian

  3. University of Michigan, Michigan, USA

    Essam Mahmoud

Authors
  1. Naresh K. Malhotra
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  2. Armen Tashchian
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  3. Essam Mahmoud
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Malhotra, N.K., Tashchian, A. & Mahmoud, E. The integration of microcomputers in marketing research and decision making. JAMS 15, 69–82 (1987). https://doi.org/10.1007/BF02723405

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