ABSTRACT
This chapter illustrates the application of modern, scientific marketing research technology to the scientific and technical information (STI) industry. A major thrust of the entire project was the examination of medium- and small-sized firms as markets for STI. An important input to the design of a marketing plan for STI services is the level of awareness of the potential market regarding alternative products available. A major aspect of the research project was the use of a relatively new marketing research technique—conjoint measurement—to assess the respondents' preferences for various product attributes by market segments. Product design has traditionally been the domain of Research and Development scientists and engineers with little or no input on consumer preferences. Conventional wisdom in the STI field holds that the librarian or director of information is the primary figure in purchasing STI for a firm and that the purchasing agent is not involved in the process.
