View the Burke Video Case Interview related to marketing research methods, speci

Question

1. View the Burke Video Case Interview related to marketing research methods, specifically the Digital Dashboard.     
2. Read about marketing research methods in our Kotler and Keller textbook.       
3. Select and review one of the following articles ( available in the Kaplan Online Library under the Find Articles & E-Books Tab. In the Searchable Article & Report Collection Links select Business Source Complete)     
   • Agard, B., & Kusiak, A. (2004). Data-mining-based methodology for the design of product families. International Journal of Production Research, 8/1/2004, 42(15), pp. 2955-2969.         
   • Chung, M. H., & Gray, P. (1999). Special section: Data mining. Journal of Management Information Systems, Summer 99, 16(1), pp.11-16.         
   • Chye, K. H.,& Leong, C. K. (2002). Data mining and customer relationship marketing in the banking industry. Singapore Management Review, 2nd half, 24(2), p.1.         
   • Hormozi, A., & M., Giles, S. (2004). Data mining: A competitive weapon for banking and retail industries. Information Systems Management, Spring 2004, 21(2), pp. 62-71.
       
4. Address the following questions:
       What did you learn about conducting market research? Be sure to refer to the article you chose within your response.     
   • Do an internet search and discuss what you find related to the Digital Dashboard. Do you find this to be a useful tool?         
   • Compare and contrast the research method Burke implements with the method reviewed in our text.
       

Explanation / Answer

Digital dashboards gather information and functionalities from a wide variety of sources ranging from Web pages to applications such as Microsoft Outlook and SQL Server, and present the resulting information in a single user interface. Digital dashboards built with the Digital Dashboard Resource Kit (DDRK) are made up of distinct units called Web Parts. Web Parts, introduced with the DDRK 2.01, can contain any Web-based information, are reusable, and integrate with each other and with other dashboards. Creating Web Parts and getting them to work together is illustrated via a sample application that uses a PivotTable view. Integrating Web Parts with Outlook, the Outlook View control, storage, and debugging are also covered. digital dashboard is a customized application, built on Internet standards, that consolidates information and tools from a variety of sources and presents them in a single user interface. Digital dashboards aggregate information from designated sources, such as Microsoft

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