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| Author: | Penford, M. |
| Title: | Continuous research - Art Nielsen to AD 2000 |
| Journal: | Journal of the Market Research Society
1994 : JAN, VOL. 36:1, p. 19-28 |
| Index terms: | RESEARCH MARKET RESEARCH SOCIETY |
| Language: | eng |
| Abstract: | There is little question that Art Nielsen was a man of great vision and the real founder of our continuous research, if not of our research industry. He lived in an era of great entrepreneurialism, despite the interference of two world wars and the great depression - an era where major American brands were developed and globalised - Coca-Cola, Ford Cars, Mars and the Nielsen Retail Audit. Continuous research has come further in the last 10 years than in the previous forty since Art Nielsen dreamed up the concept. It is increasingly the most efficient weapon in a marketing division's arsenal and is under-utilised. |
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