Are microcomputers replacing mainframes in marketing research firms?

Article Abstract:

Recent research on the computerization of marketing has emphasized the advantages, adoption, and diffusion of microcomputers, largely as compared to mainframe computers. This note compares microcomputer and mainframe usage in marketing research over several activities and suggests that microcomputers have not replaced mainframes to the extent implied by previous articles. In a study of marketing research firms, high microcomputer ownership and increased usage is revealed, not only for word-processing types of activities, but also for data analysis. While a smaller proportion of research firms use mainframes, larger firms are continuing and predominantly increasing their use of mainframes. Further, relatively high rates of mainframe usage are reported for data analysis, data collection, and data base management by firms with access to both types of computers. (Reprinted by permission of the publisher.)

Market research services, Marketing research firms, Mainframe computers

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The integration of microcomputers in marketing research and decision making

Article Abstract:

This paper focuses on the integrative and pervasive use of microcomputers in marketing research and managerial decision making. The marketing research process is conceptualized as consisting of six phases. At each phase, microcomputer applications and illustrative software are identified as implications for the practice of marketing research discussed. Next the paper illustrates the use of microcomputers in selected application areas such as market segmentation, sales forecasting, new product development, pricing and decision support and expert systems. Guidelines for the selection of microcomputer software in specific situations are provided. The paper concludes with some observations on the future applications of microcomputers in marketing research and decision making. (Reprinted by permission of the publisher.)

Decision-making, Decision making

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Marketing and the adoption of microcomputers: an application of diffusion theory

Article Abstract:

This paper examines the adoption of microcomputers in the marketing community. Diffusion theory is applied to gain clearer insights into why the infusion of this technology has succeeded where other forms of computer technology have lagged. Unique characteristics of microcomputers important to marketers are identified and those features most amenable to marketing settings are explained. (Reprinted by permission of the publisher.)

Research, Diffusion of innovations

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• Abstracts: Microcomputer versus mainframe usage by marketing professionals. The current status of microcomputer usage in the marketing programs of AACSB-accredited colleges and universities

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