Improving decision making by means of a marketing decision support system

A study was conducted to analyze the influence of marketing decision support systems (MDSS) on the effectiveness of marketing executives. The study examined the effects of an MDSS on the process insights between information exposure and decision making. Time pressure was represented as a function of MDSS use, taking in consideration the scarcity of managerial time and the way executives operate. Cognitive limitations were also accommodated to address decision biases resulting from limitations in computation abilities. Results showed decision support systems help decision makers to be more flexible in their judgments. Findings also indicated that MDSS aids executives to identify critical decision issues, leading to better decisions based on those variables.