Twenty-five years of market research in Hungary, history of GfK Hungária included

Abstract

This article presents the history of Hungarian and international market research based on the events that have taken place in the last twenty-five years. The analysis provides a detailed overview of the environmental factors influencing market research as well as all the economic, social and technological drivers that have determined the direction of the sector’s development. In addition to all these, the article provides an in-depth discussion of the milestones of Hungarian market research in the last quarter of a century as well as of the methods and sectors that posed an increasing demand on the researches.
The article contains interesting references for those working in higher education and applied market research as well.