9.1.2 Finding answers
Once the wish list has been developed, the organisation can then move on to the task of addressing it. A variety of techniques and sources can be used as shown in the table below:
Table 1 Sourcing information
Techniques |
Formal sources |
Informal sources |
Observation |
Media |
Moles |
Reconnaissance |
Local press |
Scout |
Market research |
Govt. documents |
Journalist |
Issue analysis |
Speeches |
Trade fairs |
Planting |
Analysts reports |
PR events |
Trend analysis |
Patents |
Conferences |
Empirical testing |
Directories |
Former employees |
Asking questions |
Court Records |
Old boy networks |
Literature search |
Credit Information |
Dealers/Suppliers |
Eavesdropping |
Statistics |
Customers |
|
Consultants |
User groups |
(Cronin & Davenport, 1991: 131, also see Kahaner, 1996:Ch 6)
In addition to the sources in the table above we can now also add the mountains of information that is available through the Internet. The use of what is known in Netspeak as “cookies” can inform the website administrators on what other sites you have visited before you visited theirs. Servers also can monitor which pages you look at and for how long. In addition to these sources of information there are always numerous on line questionnaires and competitions that gather information about millions of people every day.