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.
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