Institutional Panels

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

Chapter 5 in Market Research with Panels, 2022, pp 49-65 from Springer

Abstract: Abstract The roots of panel research go back to the USA in the 1920s. At that time, American companies in the consumer goods industry were concerned with how the different sales trends of their products could be explained. The American A. C. Nielsen was the first to recognize that the own production figures are not sufficient for such questions. An industry (category) must always be considered complete. In addition, a company is embedded in an economic environment. In this case, it is necessary to consider the environment in its entirety. The company’s sales control and market monitoring are not sufficiently informative to control the brick-and-mortar (stationary) sales channels. Even at that time, key figures from competitors and retail companies were needed.

Date: 2022
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DOI: 10.1007/978-3-658-37650-5_5

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