Are microcomputers replacing mainframes in marketing research firms?

Recent research, on the computerization of marketing has emphasized the advantages, adoption, and diffusion of microcomputers, largely as compared to mainframe computers. This note compares microcomputer and mainframe usage in marketing research over several activities and suggests that microcomputers have not replaced mainframes to the extent implied by previous articles. In a study of marketing research firms, high microcomputer ownership and increased usage is revealed, not only for word-processing types of activities, but also for data analysis. While a smaller proportion of research firms use mainframes, larger firms are continuing and predominantly increasing their use of mainframes. Further, relatively high rates of mainframe usage are reported for data analysis, data collection, and data base management by firms with access to both types of computers.