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Retail market measurement

Date of publication: September 1, 1998

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Authors: James Brooks, Tim S. Bowles

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.

James Brooks

Author

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Tim S. Bowles

Author

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Research Papers

European retail market structures

Catalogue: Seminar 1995: Facing Up To The Challenges In Retailing

Authors: Mike Harris, Natasha Retejum

Company: KANTAR TNS Malaysia

June 15, 1995

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Citation

Harris and Retejum (1995a, June 15). European retail market structures. ANA - ESOMAR. Retrieved July 31, 2025, from


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Measurement of retail sales beyond the normal packaged grocery products

Catalogue: Paper 1982: Profitable Cooperation Of Manufactures And Retailers

Author: Hugh Johnson

 

June 15, 1982

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Catalogue: Seminar 1974: Management Information For Retail Organisations

Author: M. Gautschi

 

April 1, 1974

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Citation

Brooks and Bowles (1998a, September 01). Retail market measurement. ANA - ESOMAR. Retrieved July 31, 2025, from


https://ana.esomar.org/documents/the-iha-retail-trade-index