Martin Günther, Ulrich Vossebein, Raimund Wildner

Market Research with Panels

Types, Surveys, Analysis, and Applications

• Gebundenes Buch

Produktbeschreibung

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.

Produktdetails

• Springer Texts in Business and Economics
• Verlag: Springer / Springer Fachmedien Wiesbaden / Springer Gabler, Wiesbaden / Springer, Berlin
• Artikelnr. des Verlages: 978-3-658-37649-9
• 1st ed. 2022
• Seitenzahl: 256
• Erscheinungstermin: 28. August 2022
• Englisch
• Abmessung: 241mm x 160mm x 20mm
• Gewicht: 553g
• ISBN-13: 9783658376499
• ISBN-10: 365837649X
• Artikelnr.: 63677519

Autorenporträt

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).

Inhaltsangabe

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.