the ama disc survey™ - amacom books · introduction the ama disc survey the ama disc survey is a...

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’139;9A1A=?E@ *1<B1; OPaPWZ[PO Md >LYP_ @& Ge‘XLW$ DS&8&$ LYO FZMP]_ 5& 7ZZVP$ DS&8&

ISBN: 978-0-8144-7087-9

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=Y OP^N]TMTYR dZ‘] ]PL^ZY^ QZ] ‘^TYR _SP ^‘]aPd$ MP ^‘]P _ZPX[SL^TeP _SL_ T_ T^ OP^TRYPO ^_]TN_Wd QZ] ^PWQ%OPaPWZ[XPY_[‘][Z^P^j_Z []ZaTOP [L]_TNT[LY_^ bT_S L MP__P] ‘YOP]^_LYOTYRZQ _SPT] [P]^ZYLW ^_dWP^ LYO _SP TX[WTNL_TZY^ ZQ _SP^P ^_dWP^&5OOT_TZYLWWd$ dZ‘ XTRS_ XPY_TZY Z_SP]$ XZ]P ^[PNTQTN [‘][Z^P^QZ] ‘^TYR _SP ^‘]aPd ^‘NS L^ SPW[TYR [L]_TNT[LY_^ TOPY_TQd bLd^_Z TX[]ZaP _SPT] TYOTaTO‘LW$ TY_P][P]^ZYLW$ _PLX$ Z] Z]RLYTeL_TZYLWPQQPN_TaPYP^^ ML^PO ZY TY^TRS_^ ]PRL]OTYR _SPT] [P]^ZYLW ^_dWP^&

-

%$ u =HE /7/ 26<1 <SPTEW 4ACIKIRARNPXQ 7AMSAK

<REO %. 2EQCPIBIMG @NSP:EPQNMAK <RWKE’& SN ’+ LIMTSER

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<REO &. 1AKCSKARIMG @NSP#%’" <CNPEQ) SN + LIMTSER

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<REO ’. 9BRAIMIMG @NSP=NRAK <CNPEQ( SN * LIMTSER

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=SEO (u =Y^_]‘N_ [L]_TNT[LY_^

_Z ^P[L]L_P B7F^SPP_^

u 8P^N]TMP NLWN‘WL_TZY^

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u 8P^N]TMP NLWN‘WL_TZY^

%& u =HE /7/ 26<1 <SPTEW 4ACIKIRARNPXQ 7AMSAK

<REO (. :KNRRIMG @NSP =NRAKQ+ LIMTSER

HZ_LW ^NZ]P^ ^SZ‘WO MP _]LY^%QP]]PO _Z _SP %).$ 6L]NSL]_"WZNL_PO ZY _SP MLNV ZQ _SP]P^[ZY^P ^SPP_ TY _SP ^PN_TZYWLMPWPO lG_P[ ,m#& DL]_TNT[LY_^^SZ‘WO XL]V _SPT] ^NZ]P LWZYRPLNS ZQ _SP ^_dWP^ Md b]T_TYR LYlcm TY _SP ^[Z_ bSP]P _SPT] ^NZ]PQLWW^&

5Q_P] [L]_TNT[LY_^ SLaP [WZ__PO_SPT] ^NZ]P^$ _SPd ^SZ‘WO NZYYPN__SP lck^m bT_S ^_]LTRS_ WTYP^ "L^^SZbY TY H]LY^[L]PYNd AL^_P],#& HSP _LWWP^_ [PLV^ ]P[]P^PY__SPT] OZXTYLY_ %).$ ^_dWP^&":Z] PcLX[WP$ TY H]LY^[L]PYNd AL^_P] ,$ _SP 8T]PN_TYR ^_dWP]P[]P^PY_^ _SP ^_dWP _SL_ T^ XZ^_ OP^N]T[_TaP ZQ _SP ]P^[ZYOPY_&#

=SEO *u 9c[WLTY SZb _Z [WZ_

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u 8P^N]TMP SZb _Z TOPY%_TQd OZXTYLY_ ^_dWP

:PNTIDIMG A0AQIC2EBPIEFIMG

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=HE <RWKEQ 7EAQSPED BW(.+ !&! #%’" ’213+4+ SN ’& LIMTSER

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6PRTYYTYR bT_S H]LY^[L]PYNdAL^_P] -$ Pc[WLTY _SL_ _SP [P]^ZYLW^_dWP^ XPL^‘]PO Md _SP ^‘]aPd L]PMPSLaTZ]LW LYO bZ]V%Z]TPY_PO& AZ]P^[PNTQTNLWWd$ _SPd OP^N]TMP _SP bLd^TY bSTNS [PZ[WP _PYO _Z L[[]ZLNS_SPT] bZ]V LYO ]PWL_P _Z Z_SP]^ bT_S%TY _SPT] Z]RLYTeL_TZY^& 5WW ZQ _SP%).$ ^_dWP^ L]P NZ‘Y_P]MLWLYNPO TY_SL_ _SPd SLaP MZ_S [Z^T_TaP LYOYPRL_TaP L^[PN_^& HSP ^_dWP^ L]PLW^Z NZ‘Y_P]MLWLYNPO TY _SL_ PLNSZQ _SP ^_dWP^ T^ WTVPWd _Z MP XZ]PPQQPN_TaP TY ^ZXP ^T_‘L_TZY^ _SLY TYZ_SP]^& :TYLWWd$ MPNL‘^P _SP ^_dWP^L]P MPSLaTZ]LW$ _SPd L]P ]PWL_TaPWdPL^d _Z NSLYRP&

KZ‘ NLY _SPY Pc[WLTY _SL_ /85 "*" %).$ .B?C5D XPL^‘]P^ QZ‘][P]^ZYLW ^_dWP^2 8T]PN_TYR$ =YQW‘PYNTYR$ G‘[[Z]_TaP$ LYO7ZY_PX[WL_TaP& HSP^P ^_dWP^ L]P M]TPQWd OP^N]TMPO TY G_P[ + ZQ_SP ^‘]aPd LYO L]P OP^N]TMPO TY OP_LTW TY AZO‘WP 5 ZQ _SP%52?9569<7 (B945&

G_L]_TYR bT_S _SP 8T]PN_TYR ^_dWP$M]TPQWd OP^N]TMP PLNS ZQ _SP %).$^_dWP^& KZ‘ NLY [‘_ H]LY^[L]PYNdAL^_P] . ZY _SP ZaP]SPLO []ZUPN_Z]_Z ^SZb L %).$ 6L]NSL]_ bSP]P_SP 8T]PN_TYR ^_dWP T^ []POZXTYLY_"_SL_ T^$ _SP 8T]PN_TYR ^_dWP SL^ _SPSTRSP^_ [PLV#& 9c[WLTY _SL_ [PZ[WPbSZ aTPb _SPX^PWaP^ L^ 8T]PN_TYRL]P Z]TPY_PO _ZbL]O NSLYRTYR _SPT]_L^V PYaT]ZYXPY_& HSPd _PYO _Z ^PP_SPX^PWaP^ L^ L^^P]_TaP$ PQQTNTPY_$LYO QZN‘^PO ZY ]P^‘W_^& HS‘^$ _SP8T]PN_TYR ^_dWP NLY MP LOaLY_L%RPZ‘^$ QZ] PcLX[WP$ TY ^T_‘L_TZY^NLWWTYR QZ] TX[WPXPY_L_TZY LYOLN_TZY&

1EBQIEFIMG SHE =SXKERu 9c[WLTY _SP YL_‘]P ZQ

_SP ^_dWP^

u 8P^N]TMP PLNS ZQ _SP%).$ ^_dWP^

’ u :PNTIDIMG A 0AQIC 2EBPIEFIMG %)

H]LY^[L]PYNd AL^_P] / NLY MP‘^PO _Z TWW‘^_]L_P L []POZXTYLY_%Wd =YQW‘PYNTYR ^_dWP& 9c[WLTY _SL_[PZ[WP bSZ aTPb _SPX^PWaP^ L^=YQW‘PYNTYR L]P Z]TPY_PO _ZbL]ONSLYRTYR Z_SP] [PZ[WP& HSPd_PYO _Z OP^N]TMP _SPX^PWaP^ L^PY_S‘^TL^_TN$ Z‘_RZTYR$ LYO TY_P]%P^_PO TY RP__TYR _STYR^ ^_L]_PO&HS‘^$ _SP =YQW‘PYNTYR ^_dWP NLYMP LOaLY_LRPZ‘^$ QZ] PcLX[WP$TY ^T_‘L_TZY^ _SL_ ]P\‘T]P TYT_TL_TYRNSLYRP LYO XZ_TaL_TYR [PZ[WP _Z_]d YPb _STYR^&

H]LY^[L]PYNd AL^_P] 0 NLY MP‘^PO _Z OP^N]TMP _SP G‘[[Z]_TaP^_dWP& 9c[WLTY _SL_ [PZ[WP bSZOP^N]TMP _SPX^PWaP^ L^G‘[[Z]_TaP L]P Z]TPY_PO _ZbL]O‘YOP]^_LYOTYR LYO LNNP[_TYRZ_SP] [PZ[WP& HSPd _PYO _Z aTPb_SPX^PWaP^ L^ NZZ[P]L_TaP$PX[L_SP_TN$ LYO QZN‘^PO ZYXLVTYR _PLX^ bZ]V& HS‘^$ _SPG‘[[Z]_TaP ^_dWP NLY MP LOaLY_L%RPZ‘^ TY ^T_‘L_TZY^ _SL_ NLWW QZ]NZWWLMZ]L_TZY$ TY_PR]L_TZY$ LYONZY^PY^‘^&

:TYLWWd$ _SP 7ZY_PX[WL_TaP ^_dWPT^ OP^N]TMPO Md H]LY^[L]PYNdAL^_P] 1& DPZ[WP bSZ ^PP _SPX%^PWaP^ L^ 7ZY_PX[WL_TaP L]P Z]T%PY_PO _ZbL]O ‘YOP]^_LYOTYR LYOLNNP[_TYR _SPT] _L^V PYaT]ZY%XPY_& HSPd _PYO _Z OP^N]TMP_SPX^PWaP^ L^ LYLWd_TNLW$]P^P]aPO$ LYO QZN‘^PO ZY RP__TYR_STYR^ ]TRS_& 5^ L ]P^‘W_$ _SP7ZY_PX[WL_TaP ^_dWP NLY MPLOaLY_LRPZ‘^$ QZ] PcLX[WP$ TY^T_‘L_TZY^ _SL_ ]P\‘T]P L__PY_TZY_Z OP_LTW LYO TOPY_TQTNL_TZY ZQ[]ZMWPX^ Z] OT^N]P[LYNTP^&

%* u =HE /7/ 26<1 <SPTEW 4ACIKIRARNPXQ 7AMSAK

6LOKICARINMQ NF RHE #%’" <RWKEQ+ LIMTSER

5^ TWW‘^_]L_PO Md H]LY^[L]PYNdAL^_P] )($ _SP [P]^ZYLW ^_dWP^XPL^‘]PO Md /85 "*" %).$.B?C5D NLY SLaP TX[WTNL_TZY^ QZ][L]_TNT[LY_^k UZM [P]QZ]XLYNP$TY_P][P]^ZYLW ]PWL_TZY^$ LYO [P]%^ZYLW ^L_T^QLN_TZY& HSL_k^MPNL‘^P _SP MPSLaTZ]^ L^^ZNTL_%PO bT_S PLNS ZQ _SP ^_dWP^ ]PQWPN_OTQQP]PY_ Z]TPY_L_TZY^$ TY_P]P^_^$LYO YPPO^& HS‘^$ TY ^ZXP ^T_‘L%_TZY^$ NP]_LTY ^_dWP^ L]P WTVPWd _ZMP XZ]P PQQPN_TaP "LYO ]P^‘W_ TYR]PL_P] [P]^ZYLW ^L_T^QLN_TZY#_SLY Z_SP]^&

KZ‘ NLY _SPY []ZaTOP [L]_TNT%[LY_^ bT_S ^ZXP PcLX[WP^ ZQ SZb [P]^ZYLW ^_dWP^ NLY TX[LN_UZM [P]QZ]XLYNP$ TY_P][P]^ZYLW ]PWL_TZY^$ LYO [P]^ZYLW ^L_T^QLN%_TZY& 5W_P]YL_TaPWd$ dZ‘ NLY L^V [L]_TNT[LY_^ _Z NZXP ‘[ bT_S _SPT]ZbY PcLX[WP^ ML^PO ZY _SP OP^N]T[_TZY^ dZ‘ []ZaTOPO "L^ bPWWL^ _SP OP^N]T[_TZY^ TYNW‘OPO TY G_P[ + ZQ _SP .B?C5D LYO TYAZO‘WP 5 ZQ _SP %52?9569<7 (B945#&

:Z] TY^_LYNP$ _SP 1IQECSIMG ^_dWP T^ WTVPWd _Z MP PQQPN_TaP LYO]P^‘W_ TY [P]^ZYLW ^L_T^QLN_TZY bSPY2

u HSP UZM Z] _L^V ]P\‘T]P^ PQQTNTPYNd LYO RP__TYR ]P^‘W_^&u HSP _PLX YPPO^ ^ZXPZYP _Z _LVP NZY_]ZW LYO L^^‘XP WPLO%

P]^ST[&

u HSP ^T_‘L_TZY T^ OdYLXTN LYO [P]^ZYLWWd NSLWWPYRTYR&

HSP 6MFKTEMCIMG ^_dWP$ ZY _SP Z_SP] SLYO$ T^ WTVPWd _Z MP PQQPN_TaPLYO ]P^‘W_ TY [P]^ZYLW ^L_T^QLN_TZY bSPY2

u HSP UZM Z] _L^V ]P\‘T]P^ YPb TOPL^ Z] TYT_TL_TYR NSLYRP&

u HSP _PLX YPPO^ L OT]PN_TZY$ aT^TZY$ Z] ^Z‘]NP ZQ XZ_TaL_TZYLYO PcNT_PXPY_&

u HSP ^T_‘L_TZY LWWZb^ QZ] N]PL_TaT_d LYO SLaTYR L [Z^T_TaPTX[LN_ ZY Z_SP] [PZ[WP&

HSP =TOONQSIUE ^_dWP T^ WTVPWd _Z MP PQQPN_TaP LYO ]P^‘W_ TY [P]%^ZYLW ^L_T^QLN_TZY bSPY2

u HSP UZM Z] _L^V ]P\‘T]P^ NZZ]OTYL_TYR Z] TY_PR]L_TYR _SP RZLW^LYO PQQZ]_^ ZQ OTQQP]PY_ TYOTaTO‘LW^ Z] R]Z‘[^&

u HSP _PLX YPPO^ _Z ]PLNS L NZY^PY^‘^&

1ERCQIBE ILOKICASINMRu :Z] UZM [P]QZ]XLYNP

u :Z] TY_P][P]^ZYLW]PWL_TZY^

u :Z] [P]^ZYLW^L_T^QLN_TZY

’ u :PNTIDIMG A 0AQIC 2EBPIEFIMG %+

u HSP ^T_‘L_TZY LWWZb^ QZ] TY_P]LN_TYR bT_S Z_SP] [PZ[WP LYOM‘TWOTYR ]PWL_TZY^ST[^&

HSP 0NMSELOKASIUE ^_dWP T^ WTVPWd _Z MP PQQPN_TaP LYO ]P^‘W_ TY[P]^ZYLW ^L_T^QLN_TZY bSPY2

u HSP UZM ]P\‘T]P^ []PNT^TZY$ LOSP]PYNP _Z ]‘WP^ LYO []ZNP%O‘]P^$ Z] L__PY_TZY _Z OP_LTW&

u HSP _PLX YPPO^ TYQZ]XL_TZY LYO QPPOMLNV&

u HSP ^T_‘L_TZY T^ ^_]‘N_‘]PO LYO NZYO‘NTaP _Z bZ]VTYR TYOP%[PYOPY_Wd&

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6LOKICARINMQ FNP <EKF#2ETEKNOLEMR’& SN ’+ LIMTSER

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u C]RLYTeP [L]_TNT[LY_^ TY R]Z‘[^ NZY^T^_TYR ZQ QZ‘] _Z ^TcXPXMP]^&

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7G=8

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7NDSKE 1. 6MREPOPERIMG @NSP#%’" <RWKE!Q"+ SN ’& LIMTSER FNQ IMDIUIDTAK VNQJ’& SN ’+ LIMTSER FNQ GQNTO ACSIUISX

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8NDTKE 1 =XMNORIRu =OPY_TQd NL‘^LW QLN_Z]^

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