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RetailStoreAudits
Personallyrecordstoreinventoriesandmovementsforanybrandandsize
Basicmeasurementtoolinlieuofscanningdata
Commoncategories:HealthandBeauty,Durable,Confectionery,Liquor,
Example:NielsenRetailIndex
EssentialsofMarketingResearchKumar,Aaker,Day
RetailStoreAudits
BeginningInventory
+ Deliveries
- EndingInventory
= SalesforPeriod
EssentialsofMarketingResearchKumar,Aaker,Day
NielsenRetailIndex
Biggestresearchcompanyintheworld
Theirauditingservicescoverfourgroups
Groceryproducts
Drugs
Massmerchandisers
Alcoholicbeverages
EssentialsofMarketingResearchKumar,Aaker,Day
AuditsandSurveys: NationalMarketAudit
Bimonthlyauditfocussedonproductsirrespectiveoftheoutletcarryingtheproduct
EssentialsofMarketingResearchKumar,Aaker,Day
ConsumerPurchasePanels
Auditsandscannerdatadonotcover:
Whobuys(consumerdemographics)
Frequencyofpurchases
Switchingbehaviorbetweenbrandsandstores
Levelofdealsensitivity
EssentialsofMarketingResearchKumar,Aaker,Day
Whatisa“Panel”?
Representativesample ofhouseholds
Recordsallpurchases madeovertime(cross-section/time-series)
Recordsallcouponsused
Receiveincentiveforco-operation
ACNielsen’sConsumerPanel:“Homescan” Consistsof40,-heldscannerstorecordeverybar-codeditempurchased.
EssentialsofMarketingResearchKumar,Aaker,Day
ConsumerPurchasePanels
ToCovertheGapBetweenWarehouseWithdrawalAuditsandActualPurchasesFollowingMethodsCanBeUsed
HomeAuditApproach
Panelmemberagreestopermitanauditortocheckthehouseholdstocksofcertainproductcategoriesatregularintervals
MailDiaryMethod
Panelmemberrecordsthedetailsofeachpurchaseandreturnsthediarybymailatregularintervals
EssentialsofMarketingResearchKumar,Aaker,Day
AdvantagesofPanels
CanProvideInformationOn
AggregateSalesActivity
BrandShares
ShiftsinBuyerCharacteristics
ShiftsinRetailOutlets
EssentialsofMarketingResearchKumar,Aaker,Day
LimitationsofConsumerPanels
Possibilityof
SelectionBias
MortalityEffect
,illness,refusal
TestingEffects
firstmonthrecordsarediscarded
EssentialsofMarketingResearchKumar,Aaker,Day