Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

Exercise 8

Arrange an interview with a manager of a local business to discuss a DSS.
a. Complete the following:
Name of the company: __________________________________________
Name and title of the manager you interviewed: ______________________________________
b. Briefly describe the system that the company is currently using, emphasizing especially the functions that are served by it (e.g., production, sales management).
c. Write a brief assessment of the manager's familiarity with the concept. Is the manager more concerned with the technical questions (e.g., how information is stored) or with the overall concept and its impact on the organization's decision-making capabilities
d. Briefly describe the company's use of the system, including how it determines who gets what access to what data and how, its experience with the system, and so on.