On-line searching: costly or cost effective? A marketing perspective.

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.