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