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Information for decision making in marketing: the use of Group Support Systems (GSS) (1996)

Whiteley, Alma M. ; Whiteley, William Jervis

Springer

Journal of market-focused management 1 (1996), S. 325-338

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ISSN: 1572-8846

Keywords: marketing decisions ; Group Support Systems ; market research

Source: Springer Online Journal Archives 1860-2000

Topics: Economics

Notes: Abstract Group Support Systems (GSS) Technology is an information technology which seeks to support collaborative work. Extensively used to support organisational activities, it has not yet been tested to the full within the market research setting. The paper reports on a GSS focus group meeting to determine key questions of concern about the National Training Reform Agenda. Participants were leaders in a primary industry in Australia and the questions would be related to a public relations exercise. GSS provided the opportunity to deal with complex issues efficiently and yet preserve the conversational characteristics of the focus group meeting.

Type of Medium: Electronic Resource

URL: http://dx.doi.org/10.1007/BF00233110

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