Günter Wickert

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Günter Wickert (born November 14, 1928 in Erfurt ; † October 7, 1994 in Illereichen , Altenstadt ) was a German market and opinion researcher .

First he studied medicine and economics in Göttingen , Leipzig , Jena , Tübingen , Heidelberg and Basel . After the death of his father, he interrupted his studies to earn money to further finance his studies. As a student, he founded the Tübingen Wickert Institute in 1951 as a market and opinion research institute, which then operated as the Institute for Economic Future Research in the 1960s . In 1951 he published his first book, German Practice for Market and Opinion Research .

Wickert and his opinion research institute were suspected of having falsified surveys in some cases in order to manipulate public opinion in a targeted manner. The business practices have been the subject of journalistic publications on several occasions. In the 1970s and 1980s, Der Spiegel repeatedly accused Wickert of falsifying survey data and spreading falsehoods about the number of its employees and the people who were questioned in its surveys.


  • Opportunities for market and opinion research in the Federal Republic + GDR = Germany: a clear introduction for the busy practitioner, 23rd edition, Demokrit-Verlag, Tübingen, 1990
  • Possibilities of modern market and opinion research in advertising and business, 22nd edition, Demokrit-Verlag, Tübingen, 1980
  • Who is who in advertising and advertising research in Western Europe ?, 3rd edition, Demokrit-Verlag, Tübingen, 1974

Web links

Individual evidence

  1. ^ Dieter Roth 2009: Demoskopie und Politik - On the relationship and the misunderstandings between two heavily criticized professions . In: Jürgen Winkler (Ed.) Politics-Science-Media , ISBN 3531166212 , p. 249
  2. False and Faked Numbers , Der Spiegel, October 9, 1978