This paper describes the key elements of Custom Research Inc.'s quality management system and the role technology has played in Custom Research's continuous improvement, a system which has been recognized by its success in United States national and state quality recognition programs. The paper presents a case history, in specific terms, of what one company has done to achieve significant, measurable quality improvements, which have translated into business and financial success, too. These improvements and the approaches that provided them are real life, proven practices-not just theory. Moreover, the practices outlined are ones any research firm or company research department could adopt for its use.
This paper will be focused on the illustration of the use done by the subscribers of a multiclient study on the European market of Intelligent Building - vendors of technology and large owners of buildings - of the results of this study. A short introduction will illustrate the business of Intelligent Building as well as the main characteristics of the study.
The central thesis of this paper is that a perspective is needed in introducing new products and services in "hot areas" such as high technology. Artificial Intelligence has been around since the mid-1950s, but has remained largely an academic research pursuit. Then in the 1980s, its best-known subfield, expert systems (ES) --more correctly: knowledge-based systems-- came into its own with high expectations. But predicted growth rates of around 60% per annum soon gave way to pessimistic scenarios of small increases in revenue from commercial applications. Neither the optimists nor the pessimists proved to be right. As we enter the 1990s, the market is nearing $200 million/year in the USA
The purpose of this paper is to propose that consumer research can contribute even more if some efforts were to be spent - by researchers and corporate managers alike - on observing how consumers interact with technology, that is to say, with the technology imbedded in the current and future products and services. The suggestions made find their roots on previous research on the consumer-technology interface and some ideas and research designs being currently in an R&D stage.
The Allensbach investigation on the impact growing scepticism toward technology has upon the choice of engineering as a field of study at first glance seems to represent a case where the original question is already outdated by the time the results have been published due to new developments in the interim; upon closer examination it is shown, however, that a short-term positive change in the situation only serves to conceal a long-term danger. The Allensbach study shows that the information campaign on job opportunities in technical occupations that was originally planned by the Baden-Wurttemberg state government was not necessary because the message had already reached younger people facing the choice of an occupation. One effect of the overall change of values since the early 1960s, however, has been that the study of engineering and the engineering profession do not fit into the general trend of the times, and that the basic expectations of young people run counter to these fields. Important consequences for educational policy result from this fact, as do suggestions for measures that appear to be suited to promote an attitudinal change in the long run.
The Allensbach investigation on the impact growing scepticism toward technology has upon the choice of engineering as a field of study at first glance seems to represent a case where the original question is already outdated by the time the results have been published due to new developments in the interim; upon closer examination it is shown, however, that a short-term positive change in the situation only serves to conceal a long-term danger. The Allensbach study shows that the information campaign on job opportunities in technical occupations that was originally planned by the Baden-Wurttemberg state government was not necessary because the message had already reached younger people facing the choice of an occupation. One effect of the overall change of values since the early 1960s, however, has been that the study of engineering and the engineering profession do not fit into the general trend of the times, and that the basic expectations of young people run counter to these fields. Important consequences for educational policy result from this fact, as do suggestions for measures that appear to be suited to promote an attitudinal change in the long run.
The paper describes the construction - of a survey instrument to measure the value of time relative to that of money. It then illustrates how that instrument may be applied to explore one aspect of technology's impact on the valuation to time: the use of estimates of time's value to describe and possibly predict how consumers will respond to technological malfunction.
Based on systematic typology analyses, seven clearly defined types of attitudes towards technology today and in the future were elaborated. A negative attitude towards technology is not an attitude that is widely distributed. Individual groups display it in varying forms, with the number of technology promoters (today still) being greater than the number of technology detractors. But the promoters show diverse insecurities, nagging doubts and prejudices. These result mostly on the basis of insufficient information - in misunderstandings and uneasiness all the way to fear. As a consequence, the promoters of technology need to do two things: They must make themselves better understood than they were in the past in order to make technology more transparent for most people. Two recently conducted advertising campaigns will exemplify how the discussion and the dialogue with wide sections of the population can be taken up again to preclude any worsening of the attitude towards technology.
Based on systematic typology analyses, seven clearly defined types of attitudes towards technology today and in the future were elaborated. A negative attitude towards technology is not an attitude that is widely distributed. Individual groups display it in varying forms, with the number of technology promoters (today still) being greater than the number of technology detractors. But the promoters show diverse insecurities, nagging doubts and prejudices. These result mostly on the basis of insufficient information - in misunderstandings and uneasiness all the way to fear. As a consequence, the promoters of technology need to do two things: They must make themselves better understood than they were in the past in order to make technology more transparent for most people. Two recently conducted advertising campaigns will exemplify how the discussion and the dialogue with wide sections of the population can be taken up again to preclude any worsening of the attitude towards technology.