Microcomputer versus mainframe usage by marketing professionals
John T. Mentzer, Camille P. Schuster, David J. Roberts
Journal of the Academy of Marketing Science · 1987 · Volume 15 · Issue 2
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.
Keywords
Marketing, Computer Usage, Market News, Virginia Polytechnic Institute, Marketing Management
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