Microcomputer versus mainframe usage by marketing professionals

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.