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| Author: | Roughton, G. |
| Title: | The impact of IT on market research: the last 10 years and the next 10 years |
| Journal: | Journal of the Market Research Society
1992 : APR, VOL. 34:2, p. 119-124 |
| Index terms: | MARKET RESEARCH MARKETING INFORMATION PROJECT PLANNING MANAGEMENT COSTS COMPUTERS |
| Language: | eng |
| Abstract: | Development of the cost of information technology (IT) over the past 25 years is briefly summarised, a few ways in which this development is likely to continue in general management, project design and specification, survey initiation, questionnaire development, fieldwork, interviewing, booking in, coding, data entry, "enrichment" and analysis, and quality control are suggested. IT will undoubtedly bring increasing computer literacy to market researchers. |
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