IT as a Strategy to Manage the Process of Quantitative Research.

Niels J. Gromm
NIPO BV, The Netherlands

INTRODUCTION

Centuries ago the Dutch have started to carefully build up an image of being economical. We did this with so much success, that the English language adopted expressions from this folklore: 'going Dutch' – to share expenses – and a 'Dutch treat' – an entertainment at which each person pays for himself (Oxford English Dictionary).

From this point of view it may be amazing that in 1994 NIPO, one of the Netherlands' leading market research organizations, invested heavily in the expansion of COMPASS, NIPO's instrument for ad hoc research by means of Computer Assisted Personal Interviewing (CAPI). As a result, NIPO now also carries out the weekly face-to-face omnibus surveys with portable PC's instead of pen and paper.