Added value information. The integral use of household and retail panel data

'Research is the seeking for fundamental principles. It is the search for laws governing ...

Added value information. The integral use of household and retail panel data.

Antonie Luijten and Peter Kempe, GfK Panelservices Benelux BV, The Netherlands

INTRODUCTION

The market for continuous market and marketing research is expected to change dramatically. The signalled developments require that suppliers of information for marketing decision support take an integrative perspective to what they offer to the market.

Some important developments for market and marketing research are:

  • Market research departments are disappearing. The market research function is transferred ...

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