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TopMethodological Approach
To answer the research question, the paper explores relevant literature sourced from the SCOPUS database in August 2020. SCOPUS is the most important peer-reviewed database of scientific articles in the academic world. However, we consider that the study has a limitation of only considering the SCOPUS database, thus excluding other academic databases.
Thus, we proceeded as follows: (i) definition of the research question; (ii) location of the studies; (iii) selection and evaluation of the studies; (iv) analysis and synthesis; (v) presentation of the results; and (vi) discussion and conclusion of the results. This methodology ensures that the review is comprehensive, auditable and replicable and answers the research question (Rosário et al., 2020; Rosário & Cuz, 2019; Sacavém, et al., 2019).
The bibliographic search included peer-reviewed, scientific articles published between January 1991 and August 2020. The literature search was delimited to the subject areas of business, management, and accounting; and the keywords: “marketing,” “management,” “management information systems,” “MIS,” “marketing information systems,” “MKIS,” “marketing research systems,” “marketing intelligence,” “marketing models,” and “decision support systems.” The search process generated 19 articles that are subsequently reviewed herein in narrative fashion to facilitate more in-depth and elaborate article-specific analyses, and the eventual derivation of shared themes that answer the paper’s research question directly (Rosário et al., 2020; Rosário & Cuz, 2019; Sacavém, et al., 2019). Table 1 shows the details and characteristics of the evidence source.