The application of panel techniques to promotion measurement

Date of publication: June 15, 1971

Author: John Parfitt

Abstract:

The subject of this paper is the measurement of the sales effect of promotions by the analysis of consumer behaviour in terms of penetration and repeat purchasing. The type of penetration/ repeat purchasing analysis required for this purpose, and described in this paper, requires a continuous purchasing panel to provide data with the necessary detail and accuracy. Interview surveys can measure product penetration and the extent of repeat purchasing (although the accuracy of claims made may be subject to exaggeration) but they cannot provide the time spread of these activities sufficiently accurately unless multiple interviews are conducted with sufficient frequency for the resulting technique to be virtually a Panel anyway.

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