Overview
- Provides all relevant information for a successful and efficient use of market research panels
- Includes evaluation tools
- Provides examples for application of diverse types of panels
Part of the book series: Springer Texts in Business and Economics (STBE)
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Table of contents (17 chapters)
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Front Matter
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Back Matter
Keywords
About this book
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. Companies that fail to sound out the market quickly fall behind. To prevent this, panel data is being consulted in more and more industries. This book shows students and practitioners how to use panels to conduct market and product analyses. Among others, the book covers the following types of panels: retail, consumer, media, pharmaceutical, and agriculture.
Readers can learn how to identify, extract, and analyze important information such as consumer buying behavior, market efforts of competitors, and general trends and developments in the market. The goal is for the reader to be able to structure marketing strategies according to the movements in the market.
Authors and Affiliations
About the authors
Martin Günther is head of the analytical tools of the consumer panels at GfK
Prof. 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).
Bibliographic Information
Book Title: Market Research with Panels
Book Subtitle: Types, Surveys, Analysis, and Applications
Authors: Martin Günther, Ulrich Vossebein, Raimund Wildner
Series Title: Springer Texts in Business and Economics
DOI: https://doi.org/10.1007/978-3-658-37650-5
Publisher: Springer Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2022
Hardcover ISBN: 978-3-658-37649-9Published: 28 August 2022
Softcover ISBN: 978-3-658-37652-9Published: 29 August 2023
eBook ISBN: 978-3-658-37650-5Published: 27 August 2022
Series ISSN: 2192-4333
Series E-ISSN: 2192-4341
Edition Number: 1
Number of Pages: XI, 242
Number of Illustrations: 79 b/w illustrations
Topics: Market Research/Competitive Intelligence, Marketing, Statistics for Business, Management, Economics, Finance, Insurance