Het ontstaan van het opinie- en marktonderzoek in Nederland
- Jaap Van Ginneken
Abstract
The article discusses the origins of opinion polls and marketing research in The Netherlands from four points of view. The first is the changing demand for data in the course of the 1930s and 40s, which further reinforced the need for this kind of research. The second is the creation of specialized departments and bureaus to undertake this research, such as the IHO, NSS and NIPO. The third concerns the strategies of presentation and legitimation they employed vis a vis potential customers and the general public. The fourth reviews the gradual evolution in concepts and methods. Finally, the article discusses the unequal speed by which commercial companies, the administration and the universities adopted the new methods.
How to Cite:
Van Ginneken, J., (1990) “Het ontstaan van het opinie- en marktonderzoek in Nederland”, Massacommunicatie : Wetenschappelijk Kwartaaltijdschrift voor Communicatie en Informatie 18(3), 191–215.
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