The use of market and brand trend data deriving from the R.B.l. motorists diary panel in the United Kingdom

Date of publication: June 15, 1972

Company: ESSO

Abstract:

This paper sets out to illustrate by example the use of a Motorists Diary Panel covering both the petrol and motor oil markets. We have taken, two separate marketing activities which have had a profound effect on the market and a third example illustrating a simple application of panel data. Taking first the basic use of panel data, we have a simple examination of the pattern of purchase over a long period which illustrates how the brand structure of a market changes during the course of a year.

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