Propositions addressing perceived differences in the value of hard and soft information in marketing decisions support systems

Research output: Contribution to conferencePaperResearchpeer-review

Abstract

Information types (hard versus soft) and information use has received attention (Gray1995: Gordon and Gordon 1999; Perkins and Rao 1990; Todd and Benbasat 1992;Watson and O'Hara 1996). However, there has been little systematic research about the relationship amongst decision-making, problem structuredness and information use (but see Spence and Brucks 1997). This paper aims to fill the gap by explaining the relationship amongst these currently disparate topics. Propositions are advanced and an experiment proposed to determine how the perceived value of hard relative to soft information changes with the extent to which a problem is ill-structured, but structurable. Insights gleaned have clear practical import to those designing marketing decision support systems.
Original languageEnglish
Pages2402-2406
Number of pages5
Publication statusPublished - 2003
EventAustralian and New Zealand Marketing Academy Conference 2003: A Celebration of Ehrenberg and Bass: Marketing Knowledge, Discoveries and Contribution - Adelaide, Australia
Duration: 1 Dec 20033 Dec 2003
http://anzmac.org/conference_archive/2003/

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference 2003
Abbreviated titleANZMAC
CountryAustralia
CityAdelaide
Period1/12/033/12/03
Internet address

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