Market Research with Panels

Martin Günther is head of the analytical tools of the consumer panels at GfKProf. 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).

• 1. Introduction.- 2. The Elements of a Panel.- 3. The Production Process.- 4. The Market for Panel Research.- 5. Institutional Panels.- 6. Panels for Media Markets.- 7. Special Panels.- 8. Product and Period Description.- 9. Shops and Household Characteristics.- 10. Facts of the Retail Panel.- 11. Facts of the Consumer Panel.- 12. Special Analyses Retail Panel.- 13. Market Analyses Framework.- 14. Application Examples Communication Analysis.- 15. Special Analyses Consumer Panel.- 16. Category Management.- 17. Outlook.