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

Abstract

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 organization's 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) based on Pearson’s correlation analysis.