Issues in customer information management

Article Abstract:

Inexpensive and easy-to-use computerized information systems are increasingly being used for market research purposes and are therefore affecting the market research industry. A study on this trend shows that database marketing is being used by companies in collecting purchase behavior and demographic information. Nevertheless, these companies still rely on market research providers for attitudinal data. Besides, these companies are expected to increasingly need the strategic skills of market research providers.

Information management, Database marketing

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Examining motivations to refuse in industrial mail surveys

Article Abstract:

Managers who refused to respond to an industrial mail survey were interviewed about their reasons for hesitating to respond. The most common reasons for the refusal include time constraints, technical characteristics of the questionnaire and the lack of benefit that could be offered for the company. However, results indicate that only 4.4% of the refusing respondents cited the poor layout of the questionnaire as a reason for the refusal.

Market Research, Analysis, Surveys, Executives, Mail surveys

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