The application of panel analysis to marketing activity

Date of publication: June 15, 1972

Author: Brian C. Pymont

Abstract:

The advantages of consumer panel data therefore extend way beyond its ability to provide comprehensive brand share data where other methods suffer from Inadequate coverage, to tell us something about the numbers of people buying as well as the quantity bought and to analyse the data by people as well as by area and shop type characteristics. The major value of a consumer panel can only be extracted when one stops regarding It as a measure of group behaviour within defined time periods and starts regarding it as a measure of individual behaviour over time.

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