Abstract
Market research reports still continue to be expected to arrive in paper form despite the advances in electronic publication and dissemination of information. Users still expect to be able to locate a table, produce copies and type them into reports. Argues the potential of electronic publishing techniques for improving this process by outlining the inherent disadvantages of paper based distribution. Considers the available technology, including browsers and end user analysis tools. Accepts the value of the Internet but points to the continuing value of physical media such a CD-ROM and floppy disk. Reviews in detail five specific tools available, including: Adobe Acrobat; ITE electronic fiche; SPSS SmartViewer; Memphis Survey Explorer; and Pulsar. Reports practical experience gained with these technologies at the European Commission (ITE), UK’s Office for National Statistics (ITE); and Public Affairs Department, London Borough of Barnet (Survey Explorer). Concludes that, when replacing printed market research reports with something that relies an computer technology, it is vital that users of the data perceive the new solution to be more useful and as easy to use.
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call