Abstract:
The purpose of this chapter is to explain how market information based upon retail sales is derived and used by manufacturers and retailers to make better business decisions. Since the emergence of mass marketing, manufacturers of fast turnover packaged goods have wanted information about the performance of their brands, both against key competitors, and the market as a whole. For the fifty years prior to 1980, such information came from two main sources: consumer panels and retail audits.
Research Papers
The impact on marketing research Of MMIS and scanning data
Catalogue: Seminar 1987: M.M.I.S- Useful For The User
Authors: R. G. Whyte, T. MacNeary
 
June 15, 1987
Research Papers
Success or failure
Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: Harald Ruppe
 
November 6, 1985
Research Papers
Scanning data for improved retail marketing
Catalogue: Paper 1982: Profitable Cooperation Of Manufactures And Retailers
Author: Egon Huppert
Company: Nielsen
June 15, 1982
