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The concept of the qualitology and grey system theory application in marketing information quality cognition and assessment

Author

Listed:
  • Majchrzak Joanna

    (Poznan University of Technology)

  • Goliński Marek

    (Poznan University of Technology)

  • Mantura Władysław

    (Poznan University of Technology)

Abstract

The article presents concept of the basics of qualitology and grey incidence clustering model application in the recognition and assessment of marketing information quality. In the first part of the paper, the concept of qualitative (qualitological) modelling of marketing information quality is explained. The issues of quality, marketing information quality and the evaluated marketing information quality are presented. Several steps are specified to recognize and asses the marketing information quality. In the presented concept, an innovative solution is an integration of the fundamental qualitative principles, operations and methods with the grey incidence clustering model. The developed concept facilitates the recognition of the marketing information quality in a systematic (holistic) manner, considering the state of features belonging to marketing information and their structure. The results presented constitute the basis for further research on quality management of the company’s marketing information. The developed methodological solution was applied in a chosen industrial company. In the last part of the paper, directions for further research in the field of marketing information quality management in industrial companies are specified.

Suggested Citation

  • Majchrzak Joanna & Goliński Marek & Mantura Władysław, 2020. "The concept of the qualitology and grey system theory application in marketing information quality cognition and assessment," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 28(2), pages 817-840, June.
    • Handle: RePEc:spr:cejnor:v:28:y:2020:i:2:d:10.1007_s10100-019-00635-y
    DOI: 10.1007/s10100-019-00635-y
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    References listed on IDEAS

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    1. Lianmeng Jiao & Quan Pan & Yan Liang & Xiaoxue Feng & Feng Yang, 2016. "Combining sources of evidence with reliability and importance for decision making," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 24(1), pages 87-106, March.
    2. Keller, Kevin Lane, 2010. "Brand Equity Management in a Multichannel, Multimedia Retail Environment," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 58-70.
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    4. Michnik, Jerzy & Lo, Mei-Chen, 2009. "The assessment of the information quality with the aid of multiple criteria analysis," European Journal of Operational Research, Elsevier, vol. 195(3), pages 850-856, June.
    5. Hermann Maurer & Rizwan Mehmood, 2015. "Merging image databases as an example for information integration," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 23(2), pages 441-458, June.
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    Cited by:

    1. Jun-liang Du & Si-feng Liu & Yong Liu, 2021. "Grey Target Negotiation Consensus Model Based on Super Conflict Equilibrium," Group Decision and Negotiation, Springer, vol. 30(4), pages 915-944, August.
    2. Mehmet Onur Olgun, 2022. "Collaborative airline revenue sharing game with grey demand data," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 30(3), pages 861-882, September.

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