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1 1998

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Strategic marketing decision using raw data, experts' knowledge and multicriteria methods

Matsatsinis N. F., Samaras A. P., Hatzis H.

Foundations of Computing and Decision Sciences

1998

Vol. 23, No. 2

87-107

The need to combine data and experts' knowledge in order to solve omplex and ill-structured decision problems is a major concern in the modern arketing and management science. In this paper, the functionality óf an intelligent Decision Support System, named MARKEX, is presented. The system acts as a consultant for marketers, providing visual support to enhance understanding and to overcome lack of expertise. MARKEX incorporates partial knowledge bases to support decision-makers in different stages of the product development process. The data bases Eof the system are the results of consumer surveys, as well as financial information of the enterprises involved in the decision making process. The system's model base encompasses statistical and data analysis, preference analysis, and consumer choice models.