Abstract:

The position of market research in Germany has been strengthened in the last year and no doubt its efficiency has increased. More and more companies are undertaking long-term systematic research and to an increasing degree market research organisations are being asked to testify before courts of law as expert witnesses. Some organisations stress certain aspects of market research more than others but this does not mean that they specialise. This has led to more intensive trend research and panels in various fields, e.g. tradesmen panel, motor car panel etc.