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Marketing Research
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There have been vast changes in marketing research, largely as a result of the develop-
ment of information technology. Marketing research can be to some extent a quantitative
subject and, while many of the techniques used have been around for many years, the ease of
using them has been frustrated by a lack of powerful and easily available computational aids.
Looking back, it is a sobering thought to remember that in the mid-1960s the slide rule was
the tool of the day and electronic calculating aids had only just appeared. At that time mainframe computers were in their infancy and the mechanical Burroughs’ comptometers
had only just given way to more sophisticated electronic ones. Now the problem is not so
much lack of computing power as the need to acquire the skills to make use of all the
sophisticated analytical methods that are available, as and when appropriate.
0 273 67400 5.
NONE
Research Method
English
Pearson Professional Limited
2004
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