MARKEX: An intelligent decision support system for product development decisions |
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| Institution: | 1. Ibis Reproductive Health, 17 Dunster St, Suite 201, Cambridge, MA 02138, USA;2. Ibis Reproductive Health, PO Box 1985, Parklands, 2121, Johannesburg, South Africa;3. Ipas, 300 Market St., Suite 200, Chapel Hill, NC 27516, USA;4. Addington Hospital, Obstetrics and Gynecology Department, University of KwaZulu-Natal, Hospital Road, Durban, Republic of South Africa;5. Ipas, PO Box 2155, Parklands 2121, Johannesburg, South Africa;6. Department of Epidemiology and Biostatistics, University of California, San Francisco (UCSF), 50 Beale Street, Suite 1200, Box 1224, San Francisco, CA 94105, USA;7. Nelson R Mandela School of Medicine, University of KwaZulu-Natal 719 Umbilo Road 4001, Durban, Republic of South Africa |
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| Abstract: | A new methodology for the development of new products and an intelligent DSS, named MARKEX, which is an implementation of this methodology, are presented in this paper. The system acts as a consultant for marketers, providing visual support to enhance understanding and to overcome lack of expertise. The databases of the system are the results of consumer surveys, as well as financial information of the enterprises involved in the decision making process. The system's model base encompasses statistical analysis, preference analysis, and consumer choice models. MARKEX incorporates partial knowledge bases to support decision makers in different stages of the product development process. |
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