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New market research instruments through the application of high technologies (German)

Date of publication: September 1, 1987

Catalogue: ESOMAR Congress 1987

Company: GfK

Author: Heinrich A. Litzenroth

Abstract:

This presentation shows to what extent "High Technologies" are utilised in the various fields of market research. Obviously the two most important areas, namely Ad-hoc Research and Panel Research have obtained important impulses by applying advanced technologies. The high tech elements currently in use include scanner cash registers at the point of sale, microcomputers on the level of individual households as well as cable-TV system.

Heinrich A. Litzenroth

Author

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Citation

Litzenroth, H. A. (1987a, September 01). New market research instruments through the application of high technologies (German). ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/new-market-research-instruments-through-the-application-of-high-technologies-german-