Aftermarket Insider - February/March 2009 - (Page 22)

MARKET RESEARCH PAPer or PiXels? Online or on Paper? nCMA Catalog Usage Survey NCMA CATALOG USAGE SURVEY 2008 Product #75023 Free to members $125 non-members The NCMA research clearly indicated that parts professionals prefer to use repair shop service managers and electronic catalog systems and that they supervisors view the quality and effeconly turn to paper catalog and other tiveness of various manufacturers’ sources when they cannot find a clear parts catalogs, has been of interest “What information sources do you use?” and complete listing in the electronic to members of the National Catalog sources. The leading request made by According to the survey results, 86 Managers Association (NCMA) for the parts professional to their suppliers percent of counterpersons said they many years. Conducted by the AAIA at the NCMA Conference was for more use manufacturers’ paper catalogs, 84 market research staff and with assistechnical content, more product images, percent use full-line electronic catalogs tance from Babcox Publications, the more charts, tables and drawings in the and 70 percent use manufacturers’ Web 2008 NCMA Catalog Usage Survey catalogs, while 32 percent use manufac- electronic catalog. Respondents claimed presents the findings of a questionthat they only reach for the paper naire designed to study the catalog and turers’ CDs. catalog “when we can’t find what we Internet usage habits of counterpersons need in the electronic catalog versions.” A follow-up question was asked to and service providers. learn where they turned first to look The 2008 NCMA Catalog Usage The methodology of this study involved up a parts application, and respondents overwhelmingly voted in favor of Survey is available free for AAIA two Web surveys sent out to two members and $125 for non-members. electronic sources. In fact, 86 percent different target markets: counterperFor more information or to order the of counterpersons said they turn to an sons, and service managers and superelectronic or Web catalog first for parts report, visit the AAIA Commerce visors representing repair shop service Center at or call look-ups. providers. In addition to obtaining 301-654-6664. research regarding catalog and Internet usage habits, the results lend insight into the relative importance of paper, electronic, CD and Internet as information sources. A study of how counterpersons, 22 | AFTERMARKET INSIDER | FEBRUARY • MARCH 2009

Table of Contents for the Digital Edition of Aftermarket Insider - February/March 2009

Aftermarket Insider - February/March 2009
President's Message
Primetime News: “Be Car Care Aware”
Industry News
Member Profile
International Focus
Association News
Super SmartBrief: Even More News You Can Use
Government Affairs
Technology Update
Market Research

Aftermarket Insider - February/March 2009