3.2.2 Approaches to scanning
In the carrying out of the environmental scan, various approaches can be adopted. Broadly, these may be listed as:
- formal research
- informal research
- casual information collection.
Formal research is carried out for a specific purpose with a specified budget, following a predetermined plan and methodology, and with outcomes in mind. Informal research is carried out in an unstructured way but with a defined purpose. Casual information collecting on a topic or areas is just that: it has no definition or structure and the information collected is general rather than specific.
Finally, environmental scanning can be described as continuous, regular or intermittent.
Information about the environment can be collected through various means, including canvassing employees who interact with the customers, vendors and sub-contractors or through consultants. Each of these will provide information of different kinds, all of which should be used to substantiate or counterbalance what is already known, as well as discover developments.
One of the important contributions environmental scanning makes is towards making forecasts.