Magazine article Information Today

Survey Examines Market Researchers' Needs and Methods

Magazine article Information Today

Survey Examines Market Researchers' Needs and Methods

Article excerpt

Marketing research professionals have overwhelmingly adopted computers, online services, and the Internet to perform their jobs--and continue to find new ways of making themselves more effective through technology, according to a recent survey conducted by the Society of Competitive Intelligence Professionals (SCIP), American Demographics magazine, and LEXIS-NEXIS. The results are based on in-depth surveys returned by 608 individuals from two distinct segments of research professionals from across the U.S.: competitive intelligence professionals and market researchers.

Conducting research is the single greatest demand on time for market research and competitive intelligence professionals, taking up more than half of a standard 40-hour work week. In conducting this research, the overwhelming majority (80.8 percent) rely on computer technology for at least some of their research efforts.

Traditional paper-based information sources, such as trade magazines and daily newspapers, continue to be popular data resources, but the use of online information retrieval is rapidly increasing in the market research field.

Repondents who access the Internet and/or the World Wide Web were in slightly greater numbers (86 percent) than those who use specific online services. Of these, 92.9 percent access the Net to obtain business information.

According to Debbie Norris, senior director of markets and products for LEXIS-NEXIS, "While the use of online services is spreading across nearly all industries and professions, it's clear that market research and competitive intelligence professionals are at the forefront of sourcing valuable information through their personal computers."

Between online services and the Web, respondents who gather information via personal computers spend an average of 7.7 hours each week online. These researchers spend an average of $14,235 per year for online data and information. More than half of the respondents also rely on market research reports prepared by third-party research firms. Many researchers access these reports online, as well. These comprehensive, detailed reports, compiled by firms that specialize in collecting, analyzing, and reporting market information and data, can consist of hundreds of pages. …

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