This paper focuses on the integrative and pervasive
use of microcomputers in marketing research and
managerial decision making. The marketing research
process is conceptualized as consisting of six phases.
At each phase, microcomputer applications and illustrative
software are identified as implications for the practice
of marketing research discussed. Next the paper illustrates
the use of microcomputers in selected application areas
such as market segmentation, sales forecasting, new
product development, pricing and decision support
and expert systems. Guidelines for the selection of
microcomputer software in specific situations are
provided. The paper concludes with some observations
on the future applications of microcomputers in marketing
research and decision making.
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