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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.
Dieses einfuhrende Lehrbuch zeigt detailliert, wie ein Panel
aufgebaut ist und welche Arten von Panels verfugbar sind. Ein
eigenes Kapitel stellt PC-Programme vor, mit deren Hilfe Paneldaten
effizient eingesetzt werden konnen.
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