The needs of FMCG manufacturers and retailers require that suppliers of information for marketing decision support take an integrative perspective to what to offer to their market. After discussing the different ways that can be used in looking at a more integrated analysis of marketing data, two new information services will be defined and illustrated. These two new services are both based on analysis of aggregated information in independent sources. Special attention will be paid to the developed model for integration of information coming from internal sources ConsumerScan and InfoScan by looking at the strengths and weaknesses of both instruments and taking into account the differences in market definitions used in these instruments.
More efficiency in consumer panel analysis
Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions
Authors: Yves Cousin, Yves Duranton, Isabelle Le Roy, FranÃ§oise Rostand
June 15, 1987
Marketing and research today (August 1994)
Catalogue: Marketing and Research Today
Author: ESOMAR B.V.
August 1, 1994
High technology data collection for testing and measurement
Catalogue: Seminar 1990: How To Cope With Data Overload
Author: Laurence N. Gold
June 15, 1990
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