Introduction

Martin Günther (), Ulrich Vossebein () and Raimund Wildner ()
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Ulrich Vossebein: Technische Hochschule Mittelhessen

Chapter 1 in Market Research with Panels, 2022, pp 1-6 from Springer

Abstract: Abstract Manufacturers of fast-moving consumer goods and durables are often quite well informed about their ex-factory sales through their field service. However, this information is not sufficient for the control of marketing and sales. The sales of competitors are also crucial for assessing own sales. Do products perform better or worse than the market? Which product group segments show above-average growth and promise success in market development? Such questions are at the beginning of analyzing a market and one’s position in it. A retail panel or a consumer panel can deliver the answers.

Date: 2022
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DOI: 10.1007/978-3-658-37650-5_1

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