The information-gathering behavior of Main Street merchants and the effect of social capital on information access

Using a social capital perspective, this research examined the information-gathering behavior of 50 suburban merchants located on Main Street business centers of Nassau County, New York. The research utilized a methodologically pluralistic approach involving three techniques that resulted in the collection of both quantitative and qualitative data: (1) the Information Gathering/Social Capital Questionnaire, (2) the use of archival data, and (3) observation in the field. As globalization continues to grow at exponential rates, how do merchants of Main Street business centers gather the information they need to survive in this changing social and economic environment? Do merchants consciously build or acquire social capital with an eye to meeting their information needs? Is the competitive nature of the business a factor in the development of social capital? This exploratory study investigated these questions.;The questionnaire was adapted from the Integrated Questionnaire for the Measurement of Social Capital (SC-IQ), a World Bank survey tool. In adapting the SC-IQ for this study, modifications were made to the information-gathering section to reflect modern-day electronic information-gathering techniques while other questions were needed to reflect more specifically the environment of the suburban town merchant. Recognizing that social capital is multi-dimensional, the Information Gathering/Social Capital Questionnaire (IG-SCQ) used in this study reflects the six dimensions measured in the original World Bank survey tool: (1) groups and networks, (2) trust and solidarity, (3) collective action and cooperation, (4) information and communication, (5) social cohesion and inclusion, and (6) empowerment and political action. A pre-test of the IG-SCQ was conducted between April 2006 and August 2006 to measure the reliability and validity of the adapted survey tool. The results of the pre-test interviews were used to modify the survey tool further and provided valuable information about how to make the tool more valid.;Findings showed that Main Street merchants are not gathering information with a high level of intensity. Their most preferred information resources are professional journals and newspapers. For the most part, merchants are not availing themselves of electronic information resources. A majority of merchants made a conscious choice to interact with other merchants and did so because they felt it was the best for all concerned and not especially, at least consciously, in order to gather information. Interaction was at random and not through planned activities. Local community-based organizations were a valued venue for information; however, meetings of these organizations were actively attended primarily by those in business more than 20 years, of greater age, and with higher levels of education. Social capital was a means by which merchants gained access to information and those towns with the highest levels of social capital had the greatest number of locally-based community organizations.