abhishreshthaa
Abhijeet S
Panels
Retail Panels
(1) greater frequency-weekly instead of bimonthly collection,
(2) elimination of breakage and pilferage losses being counted as sales, and
(3) more accurate price information.
They have certain problems however, including
(1) only the larger supermarkets have scanners, and
(2) the quality of the scanner data is heavily dependent upon checkout clerk.
Consumer Panels
Diary Panels
Electronic Panels
- A panel is a group of individuals or organizations that have agreed to provide information to a researcher over a period of time.
- A continuous panel, the focus of this section, has agreed to report specified behaviors on a regular basis.
Retail Panels
- A number of organizations offer services based on sales data from the checkout scanner tapes of a sample of supermarkets and other retailers that use electronic scanning systems.
- An estimated 99 percent of all packaged products in supermarkets carry the universal product code (UPC), often referred to as a bar code, and so are amenable to scanning.
- UPC codes are rapidly being expanded to soft goods and hardware; stores such as K mart, Wal-Mart, and Toys 'R' Us have or are installing scanners in all their outlets.
- Scanning data have many applications in marketing research.
- Safeway Stores, for example, has a manager of scanner marketing research whose department conducts studies on such topics as price elasticities, placement of products in the stores, and the effects of in-store advertising.
- One such scanner test showed that the sales of candy bars increased 80 percent when they were put on front-end racks near the checkout stands.
- Another study indicated that foil-packaged sauce mixes sold better when they were placed near companion products-spaghetti sauce near the spaghetti, meat sauce in the refrigerated meat cases, and so on rather than when they were displayed with other sauces.
- Scanner data as compared to store audit data, have the advantages of
(1) greater frequency-weekly instead of bimonthly collection,
(2) elimination of breakage and pilferage losses being counted as sales, and
(3) more accurate price information.
They have certain problems however, including
(1) only the larger supermarkets have scanners, and
(2) the quality of the scanner data is heavily dependent upon checkout clerk.
Consumer Panels
- Continuous consumer panels allow firms to monitor shifts in individual or specific household behaviors or attitudes over time.
- This allows the firm to determine how its own or competitors' marketing mix changes affect specific consumers or market segments Consumer panel data are collected either electronically, by UPC scanners or Diaries.
Diary Panels
- A diary panel, as the name implies, is a panel of households who continuously record in a diary their purchases of selected products.
- it is used for those product categories for which purchase is frequent-primarily food, household, and personal care products.
Electronic Panels
- Electronic panels are composed of households whose television viewing behavior is recorded electronically.
- Nielsen Media Research is the main organization active in this area.
- Until recently, Nielsen used a national sample of homes with TV sets that were wired to household meters.
- The meters were connected to a central computer by telephone line and automatically recorded when the set was turned on and the station to which it was turned (a separate sample reported individual viewing in diaries).
- A major problem with audience measurements obtained from meters is that no information is provided on how many people, if any, are watching, and what their de-mogaphic characteristics are.
- A new kind of meter, called a people meter, has been developed to take care of this problem. It has a remote control coupled to the television meter that allows each of the family members plus visitors (who also record their age and gender) to "log on" when he or she begins viewing by punching an identifying button.
- This information is downloaded via a telephone line to a central computer where the demographics of the household members are stored.
- Thus viewing by demographic segments can be determined. While is considerable controversy over the accuracy of people meters (tile networks feel they underestimate the number of -viewers), they appear to superior to the available alternatives.