Information scientists and librarians as a market for viewdata in the UK
Viewdata is both a means of storing, retrieving and disseminating information and of communication between individuals or organisations. As such, viewdata, whether a private system or the public system Prestel, is of direct relevance to information scientists and librarians. A research project is described which surveyed non-student members of the Institute of Information Scientists and of the Library Association working in the UK, as a market for viewdata services. The main objective was to see whether this market was homogeneous or whether it could be partitioned into a number of distinct segments. The market was segmented on the basis of perceived benefits of viewdata. Data were collected using a questionnaire which was constructed from items obtained during group discussions with information scientists and librarians. Cluster analysis showed that the market was not homogeneous and questionnaire respondents were classified into four segments. Segment 1 which had generally reserved or unfavourable perceptions of viewdata was assigned the descriptors 'unconcerned, reserved'. Segment 2 which had the most favourable perceptions was given descriptors 'experienced, enthusiastic'. Segment 3 with overall quite favourable perceptions was designated 'experienced-but-wary, user-oriented'. Segment 4 which, due to very low awareness of viewdata was generally lacking in perceptions, was described "uninformed, worried". Factors affecting perceptions were identified. These included lack of awareness of hard-copy facilities, lack of awareness of general characteristics of viewdata and perceptions which respondents had of British Telecom.