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interpretation of quantitative and qualitative data. According to the authors,
market research is conducted in order to gain knowledge about consumers,
market niches and the effectiveness of marketing programs. The authors
stipulate that within the context of system or device development, it may be
used to establish the size of a market, and what users may want from a
device. It is also ideal for investigating the role of a planned product, and in
predicting how the intended market will respond to its introduction.
3.7 Critical Analysis of information -seeking behavior models
Mackenzie (2002: 19) reiterates that many research-based models of
information seeking behaviour are limited in their ability to describe
everyday life information seeking (EllS). According to the author, with the
exception of Wilson's (1997) revised. model which includes "passive
attention" and " passive search", many current models of information
behaviour focus mainly on active information seeking while neglecting less
directed practices, for instance encountering information from an
unexpected or incidental source of information.
Mackenzie (2002: 27) further illustrates that the process models of authors
such as Ellis (1993) and Kuhlthau (1993) describe a systematic approach to
problem solving that does not necessarily coincide with the complexities of
information practices during EllS.
Mackenzie (2002:26) identifies the following modes of information seeking:
• Active seeking, which involves practices that specifically seek out a
previously identified source. This category includes authors such as Wilson
(1997), Choo et al (2000).
• Active scanning, which involves practices such as browsing in
locations that include offices or bookstores etc. This category corresponds
with Wilson (1997) and Chao et al (2000).
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