Charles Colby, president of Rockbridge Associates, has been named a 1999 Research Case Study Award Grand Winner by CTAM, the Cable & Telecommunications Association for Marketing. The award was presented for Colby’s development of the National Technology Readiness Survey (NTRS), which focuses on how and why consumers adopt various technologies. Reviewing the results from a survey of 1001 randomly-chosen households across the U.S., the NTRS includes data on a wide range of products and services, from cable television to cellular phones to e-commerce.
By Cable and Telecommunications Industry
“The NTRS helps organizations gain a better understanding of new technologies as viewed by consumers,” said Colby. “While many extol the virtues of offering the latest technologies to customers, there has been a lack of hard data on how best to market these products and services. This award confirms the significance of this research, and I thank CTAM for this honor.”
The survey, developed over a two-year period, is based on a model designed by A. Parasuraman, the James W. McLamore professor of Marketing at the University of Miami and a leading scholar in the field of services marketing. Colby and Parasuraman used the results to develop the Technology Readiness Index, so that companies may apply the same survey techniques to their own databases. The cost of the 100-page report is $995; for an additional $500, organizations may obtain a one-time license for the Index.
CTAM uses a panel of judges selected from the cable and telecommunications industry, including marketers and research professionals, to decide the awards. Criteria for selection include the objectives of the research and relevance to the industry, research methodology, and results obtained.
Established in 1992, Rockbridge Associates, Inc., is a market research and consulting firm that focuses on technology issues for Fortune 500 services companies.
For more information, contact Charles Colby, Chief Methodologist and Founder, at 703.757.5213 ext. 12 or ccolby@rockresearch.com.