But what about the cost?

Abstract

The paper examines the relationship between the 'deci sion maker' and the 'information collector' in business, and those characteristics of the decision maker that will affect the style and content of information activities within a commer cial organization. The relationship and its cost implications are discussed under four headings: (a) the decision maker is generally not the same person as the information collector, (b) the decision maker is generally busy, (c) the decision maker is generally in a hurry, and (d) the decision maker has his own motivations.