Publisher's Synopsis
COMPUTER APPLICATIONS IN MARKETING RESEARCH: A PROPOSAL Dav id B . Mon tgomery-'' The purpose of this note is to outline the need for a clearing house for computer programs of use in marketing research and to propose a viable mechanism to meet this need. THE PROBLEM The 1960's have seen an accelerated interest in empirical research in marketing. One need only peruse the relatively new journals in the field -the Journal of Marketing Research and the Journal of Advertising Research -- to perceive this trend. The advent of the third generation computer with its greatly enlarged high speed storage as well as time sharing capability will no doubt give further impetus to this trend, as will the hoped for development of a marketing data bank and clearing house...
