Abstract:

In this paper we discuss some recent and possibly unique developments in the application of computer technology to market research data collection and analysis. We describe the development of three systems which utilise local area networks of micro-computers ultimately linked to a mini-computer. The three systems are: a) A flexible generalised system which uses the mini- computer to "program" micro computers to act the role of interviewer. b) Distributed data preparation using micro-computers. c) A computerised method of analysing and coding the answers to open-ended questions in surveys. The paper describes our systems and their rationales. Each we believe, takes advantage of the theoretical possibilities provided by the micro chip revolution without losing sight of the need to moderate and justify capital investment in equipment.