Article: Defining marketing information needs: An exploratory study of senior marketing executives Journal: Journal of Business and Management (JBM) 2002 Vol.8 No.2 pp.165 - 179 Abstract: The identification of the information needs of marketing decision-makers lies at the very core of Marketing Information Systems (MkIS) design. Information needs can be defined as the user specifications of information characteristics involved in information seeking, and refer to those qualities of information perceived by managers to be 'useful' to facilitate their decision-making. Drawing on empirical results from three sets of literature and from studies of information systems design (particularly management and accounting information systems design), the authors review a framework for exploring the design of an MkIS. A qualitative study examining the information needs of senior marketing executives is also reported and discussed. By examining the appropriateness of the information characteristic continua advocated by Gorry and Scott-Morton (1971), the authors provide some preliminary insights into how the information needs of marketing decision-makers might be operationalized. The results, based on interviews with 20 senior marketing executives, indicate that marketing information needs can be defined using six information characteristics. Inderscience Publishers - linking academia, business and industry through research

Title: Defining marketing information needs: An exploratory study of senior marketing executives

Authors: Nicholas J. Ashill; David Jobber

Addresses: Author address listing can be found in the "About the Authors" section at the end of the article.

Abstract: The identification of the information needs of marketing decision-makers lies at the very core of Marketing Information Systems (MkIS) design. Information needs can be defined as the user specifications of information characteristics involved in information seeking, and refer to those qualities of information perceived by managers to be 'useful' to facilitate their decision-making. Drawing on empirical results from three sets of literature and from studies of information systems design (particularly management and accounting information systems design), the authors review a framework for exploring the design of an MkIS. A qualitative study examining the information needs of senior marketing executives is also reported and discussed. By examining the appropriateness of the information characteristic continua advocated by Gorry and Scott-Morton (1971), the authors provide some preliminary insights into how the information needs of marketing decision-makers might be operationalized. The results, based on interviews with 20 senior marketing executives, indicate that marketing information needs can be defined using six information characteristics.

Keywords: Marketing information systems; information needs; senior executives; information characteristics; decision-making.

DOI: 10.1504/JBM.2002.141082

Journal of Business and Management, 2002 Vol.8 No.2, pp.165 - 179

Published online: 05 Sep 2024 *

Title: Defining marketing information needs: An exploratory study of senior marketing executives

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