DEMON: DECISION MAPPING VIA OPTIMUM GO-NO NETWORKS. A MODEL FOR NEW PRODUCTS MARKETING

This report covers certain research which has been directed to analyzing and systematizing historically independent market research steps into a rational marketing program for introducing a new product. In the general case, this system is applicable to many situations where dicisions under uncertainty must be made in the light of incomplete and not necessarily comparable data. The system's inter-relationship of tasks and decisions can best be illustrated and formalized by means of a network. The links of the network represent research tasks and the nodes represent evaluations or decisions undertaken in the light of all prior information. These alternatives together with their associated costs and risks are used to determine an optimal course of action for acquiring further information to achieve an optimum goal.