Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Microcomputer versus mainframe usage by marketing professionals

Microcomputer versus mainframe usage by marketing professionals 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Microcomputer versus mainframe usage by marketing professionals

Loading next page...
 
/lp/springer-journals/microcomputer-versus-mainframe-usage-by-marketing-professionals-wIEhXGvaQZ

References (32)

Publisher
Springer Journals
Copyright
1987 Academy of Marketing Science
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/BF02723396
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Jun 1, 1987

There are no references for this article.