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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.

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