Abstract:

Data Transmission will enable large and powerful computers to operate and exercise control over distances and, with switched networks, to intercommunicate with one another. Though public opinion remains sceptical the combined strength of the technical developments of the computer allied to communication links raise intriguing possibilities for mankind, including a move from an industrial society to an information society, allowing a fuller life. The paper therefore details the marketing research effort which has already gone into this problem both in the past, and recently, for the United Kingdom and in pan-European studies. An account is given of two very large scale market surveys, firstly the Scicon study which covered the United Kingdom in 1968, followed by the PA investigation carried out in 16 European countries during 1972.