TITLE

Technology of future can improve efficiency quality, and usefulness of today's research

PUB. DATE
January 1982
SOURCE
Marketing News;1/22/1982, Vol. 15 Issue 15, Special section p19
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article presents the views of Theodore F. Dunn, Senior Vice President-Director of Research Services at New York-based Benton & Bowles, on the best possible use of technology in improving the efficiency, quality, and usefulness of the marketing research to be conducted. Scanners, satellite transmission, videodiscs, lasers, fiber optics are some of the current technologies that can be used to help marketing researchers accomplish targeted objectives. New technologies, such as, scanners offer researchers a number of possibilities to measure consumer attitudes and behavior. Scanners can read the identification cards provided to shoppers to analyze the data by store, by week, and by household.
ACCESSION #
19212835

 

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