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| Author: | Whitten, P. |
| Title: | Using IT to enhance the role of market research |
| Journal: | Journal of the Market Research Society
1991 : APR, VOL. 33:2, p. 113-125 |
| Index terms: | MARKET RESEARCH COMPUTERS INFORMATION SYSTEMS INFORMATION NETWORK DATA BASES |
| Language: | eng |
| Abstract: | The role of information technology /IT/ in strategic research /SR/ is examined, four factors which characterise SR are discussed. SR in the communication industry shows that commercial and technological forces and deregulation create a competitive and dynamic market in telecommunication /TC/ in Europe; the importance of TC in national economies is widely recognised. Networking is considered to be the most fundamental IT development over the last eight years. Development of local area networking /LAN/ is discussed, a PC LAN configuration is presented. The benefits of a current awareness programme, a mailing database and the way how IT improves analysis are described. No threat for the market research business is predicted. |
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