پويش محيطي در گردآوري و استفاده از اطلاعات توسط مديران ناشران خصوصي شهر تهران

Environmental Scanning in Acquisition and Use of Information by the Managers of Private Publishers in Tehran City

هدف از پژوهش حاضر، شناخت مديران نشر خصوصي با استفاده از منابع اطلاعاتي از محيط بيروني سازمان تجاري آنهاست تا با اطلاعات موثق بتوانند در مورد نشر كتاب‏هاي خود بهترين تصميم را بگيرند. جامعه آماري شامل 757 ناشر فعال است كه 260 نفر از آنها با روش تصادفي ساده نمونه‏گيري شدند. ابزار پژوهش، پرسشنامه پويش محيطي شامل 16 منبع اطلاعاتي و 6 بخش محيطي بيروني است. روايي ابزار پژوهش، صوري و پايايي آن از طريق محاسبه آلفاي كرونباخ، عدد 93% محاسبه گرديد. نتايج نشان داد كه رابطه معني‌داري بين مديران ناشران خصوصي شهر تهران با پويش محيطي و منابع اطلاعاتي و دسترس?پذيري منبع اطلاعاتي وجود دارد. از بخش‏هاي محيط بيروني، بخش اقتصادي و مشتريان و رقبا مهمترين بخش‏هاي محيطي بوده‏اند. از منابع اطلاعاتي نيز كاركنان زيردست و يادداشت‏هاي داخلي، مهمترين منبع اطلاعاتي بوده‏اند. راديو تلويزيون و انتشارات دولتي و نشريات ادواري نيز به ميزان كمتري مورد استفاده قرار گرفته‏اند. براساس تحليل‏هاي پيرسون، بين دسترس‏پذيري از يك منبع اطلاعاتي و تناوب استفاده از آن در پويش محيطي در سطح كمتر از (001/P < ) رابطه معني‌داري وجود داشت.

The purpose of this study was the investigation of managers of private publishers of Tehran (MPPT) in using at information source to acquire information about their organizationʹs external environment and to use it on decision-making. Research methods were analytical survey and statistic population 260 managers for research was selected by random sampling methods from Morgan table. Questionnaires were used as an instrument for data collecting and sent to publishers by email. In this study, environmental scanning, information source, information source accessibility selected as dependent variable, and measured with MPPT as independent variable. Binomial test and Pearson correlation analysis test were used for analyzing questions and hypothesis. The investigation results showed that findings from research questions results indicated significant relationship among independent variables (MPPT) with the dependent variables- environmental scanning, information sources, source accessibility of information. In the external environment, the sectors of economic, customers and competitors were the most important environmental sectors, and information sources were also available under subordinate staff, internal memoranda, circulars were most important source of information and television and radio, government publications and periodicals periodic rate also have been used less. There was relationship between the source accessibility of information and the frequency of its use in environmental scanning statistically significant between levels of less than (P < %001 > ) based on Pearson’s correlation analysis.