Dunn R G, Boyle H F
J Chem Inf Comput Sci. 1984 May;24(2):51-4. doi: 10.1021/ci00042a001.
The value of acquiring and using information is not well understood. Decisions to purchase information are made on the basis of the perceived need for the information, the anticipated benefit of using it, and the price. The current pricing of on-line information services, which emphasizes the connect hour as the unit of price, does not relate the price of a search to the value of a search, and the education programs of on-line vendors and database suppliers concentrate on the mechanics of information retrieval rather than on the application of information to the customer's problem. The on-line information industry needs to adopt a strong marketing orientation that focuses on the needs of customers rather than the needs of suppliers or vendors.
获取和使用信息的价值尚未得到充分理解。购买信息的决策是基于对信息的感知需求、使用信息的预期收益以及价格做出的。当前在线信息服务的定价以连接时长作为价格单位，这并未将搜索的价格与搜索的价值联系起来，而且在线供应商和数据库供应商的培训项目专注于信息检索的技巧，而非信息应用于客户问题的方式。在线信息行业需要采取以客户需求而非供应商或卖方需求为重点的强有力的营销导向。
