Go Back   ManagementParadise.com | Management & Business Education Learning Platform PUBLISH / UPLOAD PROJECT OR DOWNLOAD REFERENCE PROJECT > Marketing Research ( MR )

Applications of Commercial Surveys, Audits, and Panels

Discuss Applications of Commercial Surveys, Audits, and Panels within the Marketing Research ( MR ) forums, part of the PUBLISH / UPLOAD PROJECT OR DOWNLOAD REFERENCE PROJECT category; Retail Sales Retail sales data a-re available from both audits and scanner-based retail panels. Scanner panels provide more current data ...

Reply

 

Thread Tools Display Modes
Applications of Commercial Surveys, Audits, and Panels
Old
 (1 (permalink))
Abhijeet S
abhishreshthaa is a splendid one to beholdabhishreshthaa is a splendid one to beholdabhishreshthaa is a splendid one to beholdabhishreshthaa is a splendid one to beholdabhishreshthaa is a splendid one to beholdabhishreshthaa is a splendid one to beholdabhishreshthaa is a splendid one to behold
 
abhishreshthaa
Operations Manager at Management Paradise
Management Paradise Guru
 
Status: Offline
Posts: 7,045
Join Date: May 2010
Applications of Commercial Surveys, Audits, and Panels - September 7th, 2010

Retail Sales
  • Retail sales data a-re available from both audits and scanner-based retail panels.

  • Scanner panels provide more current data at shorter time intervals than do audits. However, audits cover outlets not required with scanners.

  • Scanner data are particularly useful to both retailers and manufacturers for measuring the aggregate impact of coupons, in-store promotions, point-of purchase displaces, price discounts and so forth.

  • Measuring only the sales of the promoted brand would lead a manager to conclude that the fifth (least) most popular brand should be promoted.

  • However, an analysis of category sales reveals that sales increases of minor brands on sale come as a result of the cannibalization of the more popular brands.

  • In contrast, price reductions on the leading brands appear to increase overall category sales.



Household Purchases
  • Data on household consumption are available from both diary- and scanner-based household panels. Household consumption data allows the firm to monitor shifts in an individual's or market segment's purchasing patterns over time.

  • This allows the firm to evaluate the effects of both its own and its competitors' marketing activities on specific market segments.

  • For example, if a competitor introduces a larger package, the firm can tell what type (demographic and product usage characteristics) and how many people are switching to the new size.
  • Household panel data also serve as an important basis for forecasting the sales level or market share of a new product.

  • A new product will often attract a number of purchasers simply because it is new. However, its ultimate success depends on how much of these initial purchasers become repeat purchasers.


Media Usage

Given the billions spent on advertising, it is not surprising that substantial effort is expended to measure media usage.



Attitudes/Knowledge/Behaviors
  • Commercial surveys, both periodic and panel-based, are the primary general sources of data on consumer attitudes, knowledge, and behavior.

  • For example, a firm desiring to improve or alter its corporate image could engage in a variety of advertising and public relations programs in different regions of the country.

  • Using one of the weekly shared-interview services, it could economically determine the relative impact on each approach over time.
Advertisements



Help Others > Network > Grow


Work with us part time/full time as forum moderator. Email us your resume on careers @ managementparadise.com PLS PRESS THANKS BUTTON IF U LIKED MY POST.


To view links or images in signatures your post count must be 0 or greater. You currently have 0 posts.
Friends: (0)
Reply With Quote
Re: Applications of Commercial Surveys, Audits, and Panels
Old
 (2 (permalink))
James Cord
jamescord is an unknown quantity at this point
 
jamescord
Management Paradise Guru
 
Status: Offline
Posts: 2,112
Join Date: Mar 2016
Re: Applications of Commercial Surveys, Audits, and Panels - March 2nd, 2016

Quote:
Originally Posted by abhishreshthaa View Post
Retail Sales
  • Retail sales data a-re available from both audits and scanner-based retail panels.

  • Scanner panels provide more current data at shorter time intervals than do audits. However, audits cover outlets not required with scanners.

  • Scanner data are particularly useful to both retailers and manufacturers for measuring the aggregate impact of coupons, in-store promotions, point-of purchase displaces, price discounts and so forth.

  • Measuring only the sales of the promoted brand would lead a manager to conclude that the fifth (least) most popular brand should be promoted.

  • However, an analysis of category sales reveals that sales increases of minor brands on sale come as a result of the cannibalization of the more popular brands.

  • In contrast, price reductions on the leading brands appear to increase overall category sales.



Household Purchases
  • Data on household consumption are available from both diary- and scanner-based household panels. Household consumption data allows the firm to monitor shifts in an individual's or market segment's purchasing patterns over time.

  • This allows the firm to evaluate the effects of both its own and its competitors' marketing activities on specific market segments.

  • For example, if a competitor introduces a larger package, the firm can tell what type (demographic and product usage characteristics) and how many people are switching to the new size.
  • Household panel data also serve as an important basis for forecasting the sales level or market share of a new product.

  • A new product will often attract a number of purchasers simply because it is new. However, its ultimate success depends on how much of these initial purchasers become repeat purchasers.


Media Usage

Given the billions spent on advertising, it is not surprising that substantial effort is expended to measure media usage.



Attitudes/Knowledge/Behaviors
  • Commercial surveys, both periodic and panel-based, are the primary general sources of data on consumer attitudes, knowledge, and behavior.

  • For example, a firm desiring to improve or alter its corporate image could engage in a variety of advertising and public relations programs in different regions of the country.

  • Using one of the weekly shared-interview services, it could economically determine the relative impact on each approach over time.
Hey friend,

I found Study Case on Conservation and Audit for Household Applications and would like to share it with you and other student's. So please download and check it.
Friends: (0)
Reply With Quote
Reply

Bookmarks

Tags
applications, audits, commercial, panels, surveys
Related to Applications of Commercial Surveys, Audits, and Panels
 

Similar Threads

Thread Thread Starter Forum Replies Last Post
Panels Abhijeet S Marketing Research ( MR ) 1 April 13th, 2016 05:41 PM
Audits and Its types Abhijeet S Marketing Research ( MR ) 1 March 2nd, 2016 05:33 PM
Silver Linings for Commercial Real Estate (Commercial Property News) Maya Raichura Articles !! 0 February 16th, 2009 09:10 AM
Silver Linings for Commercial Real Estate (Commercial Property News) Maya Raichura Articles !! 0 February 15th, 2009 09:10 PM
Granite Commercial Management to Attend MBA's Commercial Real Estate Finance (CREF)/M Maya Raichura Articles !! 1 February 1st, 2009 07:42 PM
 


Thread Tools
Display Modes

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is On
Trackbacks are On
Pingbacks are On
Refbacks are Off


ManagementParadise.com is not responsible for the views and opinion of the posters. The posters and only posters shall be liable for any copyright infringement.



Search Engine Optimization by vBSEO ©2011, Crawlability, Inc.