Using IT to Enhance the Role of Market Research

Patrick Whitten

Argues that market research has failed and is still failing to be recognised as a useful contributor to strategic planning, and that making better use of information technology (IT) could help overcome this problem.
  

Using IT to Enhance the Rle of Market Research

Patrick WhittenCIT Research Ltd, UK

Judging from the developments in my own company since 1981, and the services we provide to our clients, we have come some way to meeting the business challenge head on. IT has played a crucial role in this process. But lest this sounds a bit smug, as a company, and probably even more as an industry, there is still much we can do to improve our use of IT applications. Obviously it affects the quality and delivery speed of the final product (reports,...

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