Effective and fast media planning tools for TV.

Uwe Czaia
Immediate Software GmbH, Germany

INTRODUCTION

In January 1995 there was a very interesting ESOMAR-Seminar held in Brussels about information technology called 'How can research keep up with the pace of change'. The emphasis of the papers presented there - even though the sessions topic promised something different - was put on the field of collecting data and how new technologies can make this process easier. The seminar referred more towards new methods of research instead of the exploitation and analysis of data.

The following paper would like to start out right at this point and try to close this above mentioned gap. It will point out that using new technologies will enable to focus on the essentials of a database. Instead of dealing with the adversities of technique and thereby wasting too much time the user will be able to get a clear view to the facts he is interested in.