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GFK behavior scan

Date of publication: June 15, 1987

Catalogue: Seminar 1987: Improving The Use Of Consumer Panels For Marketing Decisions

Company: GfK

Authors: Wolfgang Twardawa, Peter Missner

Abstract:

The dilemma of ceteris-paribus-tests and decisions is demonstrated. The classical solution, the regional test market, offers only unsatisfactory results. The requirements of a timely instrument, which can test the total marketing-mix, are more extensive. With the, for Europe unique, micro test market 'Behavior Scan' we succeeded in meeting these requirements. After introducing the instrument, our two years' experience with 'Behavior Scan' in Germany and an outlook to its further development are presented.

Wolfgang Twardawa

Author

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Peter Missner

Author

This is a long description of some author details.

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Twardawa and Missner (1987a, June 15). GFK behavior scan . ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/changes-in-patient-behavior-in-seeking-medical-help