Marketing in Shrinking Growth

Resource Type
Dataset : Survey and aggregate data
  • Strothmann, Karl-Heinz (Institut für Markt- und Verbrauchsforschung, FU Berlin)
Publication Date
  • Institut fuer Markt- und Verbrauchsforschung, FU Berlin (Data Collector)
  • ZA:
    • Work and Industry
  • CESSDA Topic Classification:
    • Business/industrial management and organisation
  • Abstract

    The role of marketing with shrinking growth from the view of company management. Topics: Most important orientation data for company management; the significance of market research and advertising for the company and for society in general; personnel available to the market research department; assessment of the development of the market research department; long-term measures of the company to counter the effects of shrinking growth; conduct with shrinking growth regarding advertising efforts and market research; DP effort in the marketing area; major problems on practical use of mathematical marketing models; attitude to marketing (scale); judgement on economic development. Demography: age; school education; vocational training; professional position; company size; state.
Temporal Coverage
  • 1975-03 / 1975-05
Geographic Coverage
  • Germany (DE)
    FRG incl. West Berlin
Sampled Universe
Companies with 500 and more employees.
Sampling Procedure Comment: Simple random selection
Collection Mode
  • Mail survey
Data and File Information
  • Unit Type: Individual
    Number of Units: 293
Target person of the survey in the respective companies was the board or management member responsible for the area of marketing.
A - Data and documents are released for academic research and teaching.
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Alternative Identifiers
  • ZA0998 (Type: ZA-No.)
  • Thiehl, Dieter; Strothmann, Karl-Heinz: Zur Situation von Marketing und Marktforschung im schrumpfenden Wachstum. In: Interview und Analyse, 12, 1975, S. 280 - 286; und 1, 1976, S. 14 - 17.

Update Metadata: 2021-04-07 | Issue Number: 87 | Registration Date: 2010-07-22