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