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Future information technology

Date of publication: June 15, 1986

Catalogue: ARF/ESOMAR/JMA Seminar 1986: Marketing, Advertising And Research

Company: Nielsen

Author: Laurence N. Gold

Abstract:

This paper describes recent developments in the application of high technology to the collection and utilisation of information for marketing decision makers. Since this technology has been applied to single-source data designs for advertising strategy and new product testing in the United States, the history of single-source data is developed with regard to definition and utility. The contribution of technology to its advancement is shown as a major contributing factor.

Laurence N. Gold

Author

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Mahon, B. (1984a, January 25). New information technology and information handling. ANA - ESOMAR. Retrieved May 14, 2025, from


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Lehtinen and Valikangas (1987a, June 15). Information technology and marketing research. ANA - ESOMAR. Retrieved May 14, 2025, from


https://ana.esomar.org/documents/information-technology-and-marketing-research


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Citation

Gold, L. N. (1986a, June 15). Future information technology. ANA - ESOMAR. Retrieved May 14, 2025, from


https://ana.esomar.org/documents/information-technology-and-marketing-research