Abstracts » Business

Microcomputer versus mainframe usage by marketing professionals

Article Abstract:

The purpose of this research is to measure the extent of usage of microcomputers, compared to mainframe usage, by marketing professionals and to describe how microcomputers are used as an aid in marketing decision-making. A national sample of marketing professionals responded to a questionnaire concerning availability of microcomputers and mainframes, decisions and responsibilities performed with each type of computer, software and hardware used, and selected demographics. The results document considerable diffusion of hardware technology as well as widespread use and satisfaction with available software in the subset responding. (Reprinted by permission of the publisher.)

Methods, Marketing

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Microcomputer based methods for dyadic interaction research in marketing

Article Abstract:

Microcomputer based methodologies offer new dimensions to the study of dyadic interaction in marketing. This article explores the role of the microcomputer as a dyadic interaction research tool in the contexts of buyer-seller negotiation and buyer-seller communication processes. The authors conclude that microcomputer applications represent a promising new direction in the study of dyadic behavior. Moreover, the microcomputer's potential for improved experimental control and measurement is relatively untapped. (Reprinted by permission of the publisher.)

Behavioral assessment

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The current status of microcomputer usage in the marketing programs of AACSB-accredited colleges and universities

Article Abstract:

This paper presents the results of a comprehensive survey of microcomputer usage in marketing education today. This status report indicates that AACSB-accredited universities are making considerable progress in integrating microcomputers into their marketing programs. (Reprinted by permission of the publisher.)

Surveys, Business education

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