9. continuous marketing research Flashcards
what is panel/ longitudinal survey?
- a form of sample survey from which comparative data is taken on more than one occasion
- a study of households/individuals/firms over a period of time
- concerned with trend data
- useful in studying brand switching, purchase frequency, advertising effects etc.
Consumer purchase panels
- selection of panel members follows the principle of random sampling - either systematic ( quasi - random ) or stratified random sampling
- the aim is to achieve a representative membership of an adequately-sized panel
- suffers from “drop-out” rate - therefore critical task is to maintain panel membership
- costly in terms of recruitment & maintenance
Panel methodology
Panel data gathered at point of sale by: -barcoding -epos -scanning Panel data gathered in households by: -home audits -diaries -electronic scanning -computer-assisted panel research (CAPAR)
Useful market experiments by split-panel stimulus (eg. advertising or special offers)
Check out www.shopandscan.com
(National Shopping Monitor)
Consumer Panel: The UK
Taylor Nelson Sofres Superpanel - 15000 sized household (info on price, place of purchase & brand)
Taylor Nelson Sofres Family Food Panel -4200 houses how do people use, when did they eat, demographic profile of house
Taylor Nelson Impulse (why is asda selling a lot more snickers than tesco? placement, customers preference?
Nielsen Homescan
The National Food Survey (NFS)
Continental Research: The Million Plus Panel 1.5mil ww
The British Household Panel Study (BHPS)
Research International
ICI Consumer Panel
Shop Audit Panel Research
- Begun by AC Nielsen in 1939
- measures what’s on the shelves at stores, can explain if a product is at the end of its life cycle or its just not selling because its not in stock
- Audits cover products sold through; grocers, confectioners, tobacconists, newsagents, off-licences, pharmacies, drug stores, electrical and cash-and-carry wholesalers
- Regarded as definitive source of retail sales information
- AC Nielsen Index Reports based on census and sample stores; information collated from tape delivery and EPOS information on a regular weekly/monthly basis
- Data projected to cover national sales
Retail Audits ltd.
-Where do people buy cigarettes from?
-Formed in 1966, became part of AC Nielsen in 1987
Specialises in surveys for tobacco and auto industries
-Tobacco Research:
monthly sample of all outlets where tobacco is sold
(100 vending operators, 1,500 retail outlets).
tobacconists, grocers, pubs, off-licences, clubs,
garages etc.
Automotive Research:
mainly through garages and accessory shops
additional specialist research on automotive spares and accessories within dealer franchises in UK/Europe
Back up services`
Panel research associated with advertising media: gives
advertisers factual information about the effectiveness of
their campaigns:
1. Stats MR Ltd.:
provides range of retail research services
continuous audits of grocers, chemists, CTNs, off-licenses, department stores.
- UK Record Industry Music Charts:
1990 Chart Information Network (CIN) administers the charts; Millward Brown won contract for data collection / chart production until June 2006
EPOS sales data received daily from over 4,000 stores
continuous audits of grocers, chemists, CTNs, off-licenses, department stores. “Top of Pops” charts, “Jazz FM”,” Classic FM
Technological advances in store audits
- Optical Mark Reading (OMR)
- Bar-coding
- EPOS
- Scanner store consumer panels
- AC Nielsen “Scantrack”
Omnibus survey
Short questionnaires incorporating questions by different clients
Questions can cover many areas of interest (eg. Purchasing frequency, media exposure, price awareness)
Questions should be simple and easily answered
Several Omnibus Surveys run by leading agencies
Most use CAPI: results in 7-10 days
Weekly Omnibus Surveys across Europe
New developments on the internet
