Abstract:

As we suggested at the Seminar, a first move in this direction can easily be made by the panel companies through greater openness about the implications for market analysis of their sampling approach, ft is no secret that panel research cannot produce data relating to the total market in which a client is active. Panel companies should therefore state more explicitly than at present the universe in which they are working, and what their panel really represents. In particular, each panel company should make and publish estimates at population level not only of the number of individuals covered by the panel but also of the number of individuals not covered. Consumption of every product - including pet food - depends after all on people.