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

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.