Effective Decision Aids in Marketing

States that any decision aid assumes certain characteristics about the problem it is applied to. Proposes that the marketing situation is particularly one of aggregation - the marketing manager is continually facing the problem of aggregating individual behaviour into market responses which is the key determinant of his actions. Concludes that the fact that operational managers continue to use some techniques and reject others may not be related so much to ignorance of more sophisticated methods as to an explicit or implicit assessment of their relevance to the practical problems. The basic aim of the research is to investigate further this aspect in the area of decision aids to marketing.