GfK Verein is a non-profit think-tank for the advancement of market research and majority shareholder in GfK SE. Its mandate includes researching new methods and concepts for understanding markets, to enable companies to make better market decisions.
The GfK Verein Working Paper Series supports early sharing of new market research knowledge. Working papers reflect work-in-progress and are published to enable the rapid evolution of market research knowledge and stimulate the discussion among practitioners, market research institutes and academics.
If you have comments or feedback, please feel free to contact the corresponding author, whose address you find in the paper.
The most current version of the paper is always available on this web site. Please cite GfK Verein Working Papers as:
Author name(s) (Year), Title, GfK Verein Working Paper Series, No. X / 20XX.
The Working Paper Series comprises papers by researchers of GfK Verein and cooperation partners. Working papers will typically be revised and enhanced through further research before they are published in a peer-reviewed format. Please refer to the GfK Marketing Intelligence Review for methods and concepts by GfK Verein and partners that have already undergone extensive academic peer review.