Purpose: The majority of business-to-business companies are working on their digital transformation in sales. Despite enormous transformation efforts, the expected productivity gains are often missing in most companies. Based on empirical research, this paper aims to develop a new...

1. Introduction -- 2. The Elements of a Panel -- 3. The Production Process -- 4. The Market for Panel Research -- 5. Institutional Panels -- 6. Panels for Media Markets -- 7. Special Panels -- 8. Product and Period Description -- 9. Shops and Household Characteristics -- 10. Facts of the Retail...