Future information technology

Date of publication: June 15, 1986

Company: Nielsen

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.

  • PDF
  • This could also be of interest