A comparative modeling approach to a large decision support system

Abstract

A comparative modeling approach is proposed for a decision support framework enabling users to have access to different modeling techniques within a single system (depending on the problem and the resources available). Three modeling techniques were selected to illustrate a marketing strategic decision support system: analytic, heuristic, and data-driven. The preimplementation choice and the trade-offs of each technique are explained qualitatively. Subsequently, the unification of the three techniques is discussed, and the benefits and problems associated with the comparative modeling approach are evaluated. © 1993 Transaction Publishers.