| Tekijä: | Leventhal, B. |
| Otsikko: | An approach to fusing market research with database marketing |
| Lehti: | Journal of the Market Research Society
1997 : OCT, VOL. 39:4, p. 545-558 |
| Asiasana: | MARKET RESEARCH DATA BASES MARKETING |
| Kieli: | eng |
| Tiivistelmä: | This paper discusses the ways in which market researchers can work with databases within the guidelines set by The Market Research Society, whereby respondent confidentiality must be maintained. It describes an approach used in the financial sector, which combines customer transactional data with market research on the same individuals. The development presented uses NOP's Financial Research Survey (FRS), a continuous monitor of financial holdings, which is undertaken on the back of the NOP Random Omnibus. |
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