Market Research with Panels: Types, Surveys, Analysis, and Applications

One of the most important tasks of market research is to read market developments in such a way that one’s own company can use them for its own purposes. Companies that fail to sound out the market quickly fall behind. To prevent this, panel data is being consulted in more and more industries. This book shows students and practitioners how to use panels to conduct market and product analyses. Among others, the book covers the following types of panels: retail, consumer, media, pharmaceutical, and agriculture.

Readers can learn how to identify, extract, and analyze important information such as consumer buying behavior, market efforts of competitors, and general trends and developments in the market. The goal is for the reader to be able to structure marketing strategies according to the movements in the market.

Martin Günther is head of the analytical tools of the consumer panels at GfK

Prof. Dr. Ulrich Vossebein teaches marketing at the Technical University of Central Hesse (Germany).

Prof. Dr. Raimund Wildner is vice president of the Nuremberg Institute for Market Decisions and honorary professor at the University of Erlangen-Nuremberg (Germany).