Market Research with Panels

Types, Surveys, Analysis, and Applications

AvMartin Günther,Ulrich Vossebein

Häftad, Engelska, 2023

Del i serien Springer Texts in Business and Economics

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Beskrivning

One of the most important tasks of market research is to read market developments in such a way that one's own company can use them for its own purposes.

Produktinformation

Utgivningsdatum:2023-08-29
Mått:155 x 235 x 15 mm
Vikt:394 g
Format:Häftad
Språk:Engelska
Serie:Springer Texts in Business and Economics
Antal sidor:242
Förlag:Springer Fachmedien Wiesbaden
ISBN:9783658376529
Originaltitel:Marktforschung mit Panels

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Mer om författaren

Martin Günther is head of the analytical tools of the consumer panels at GfKProf. Dr. Ulrich Vossebein teaches marketing at the Technical University of Central Hesse (Germany). Prof. Dr. Raimund Wildner is vice president of the Nuremberg Institute for Market Decisions and honorary professor at the University of Erlangen-Nuremberg (Germany).

Innehållsförteckning

1. Introduction.- 2. The Elements of a Panel.- 3. The Production Process.- 4. The Market for Panel Research.- 5. Institutional Panels.- 6. Panels for Media Markets.- 7. Special Panels.- 8. Product and Period Description.- 9. Shops and Household Characteristics.- 10. Facts of the Retail Panel.- 11. Facts of the Consumer Panel.- 12. Special Analyses Retail Panel.- 13. Market Analyses Framework.- 14. Application Examples Communication Analysis.- 15. Special Analyses Consumer Panel.- 16. Category Management.- 17. Outlook.