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Electronic Data Collection

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Marketing Research

Part of the book series: Macmillan Business Masters ((PMB))

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Abstract

Electronic data collection techniques have spread their influence throughout research and have come into their own as hardware costs have reduced significantly, computer ownership proliferated, low-cost, high-powered laptop computers have become available and software has become increasingly user-friendly. The range of devices and systems in current use includes:

  • Computer-aided telephone interviewing systems (CATI)

  • Computer-aided personal interviewing systems (CAPI)

  • Computer-aided self-administered interviewing systems (CASI)

  • Disk-based questionnaires

  • Optically read questionnaires

  • Automated voice questionnaires

  • EPOS systems

  • Electronic meters

  • ‘Smart’ credit and bank cards

  • Voting systems

  • Video conference focus groups

  • High-tech observation techniques

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Notes

  1. See Fred Wergeles, ‘Commercial Satellite Imagery — New Opportunities for Competitive Intelligence’, Competitive Intelligence Magazine, 1(1) (1998).

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© 1999 Chris West

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West, C. (1999). Electronic Data Collection. In: Marketing Research. Macmillan Business Masters. Palgrave, London. https://doi.org/10.1007/978-1-349-14681-9_11

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