MKTG 3258 Lecture Notes - Lecture 7: Systems Theory
8 Feb 2020
School
Department
Course
Professor
Document Summary
Deconstructing causation: constructing a cause and effect diagram requires you to take a systematic approach to marketing and get beyond the obvious. Values of a cause and effect diagram include: helps determine high leverage causes in a system, encourages group participation, uses an orderly, easy-to-read format. Identify the effect: fill in the effect box. Identify major categories: deconstruct each branch, further deconstruct each branch, refine and analyze. Step 1: identify the effect: decide on the effect to examine, be very clear on defining the desired effect as it becomes your anchor point. Step 2: fill in the effect box: this needs to be very clear and ideally measurable. Your goal is now to deconstruct the causes of this effect. This is massive game of connecting the dots. Step 3: identify major categories: you need to think at a high level what are the things that may be a cause for the defined.
