Future information technology

Date of publication: June 15, 1986

Company: Nielsen


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


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