Consumers nowadays spend their money very well directed. This trend of trained buying restraints makes it increasingly hard to track them. Therefore complex panel research is inevitable if one is eager to keep his company in the black numbers.
The objective of this seminar paper is, after a generally assertion over panels, to put more profound knowledge about trade panels across to the reader. Therefore a differentiation to other panel forms is primarily necessary, which in the first chapter takes place.
Furthermore a rough partitioning of the commercial panel follows in chapter two, since modifications in the assortment width and depth shifted the commercial landscape and the consumer′s shopping behavior and the associated regression of the traditional retail trade lead to a strong diversification of the institutes.
In the third chapter deals with the basic elements of the retail panel as well as some associated problems which are more specifically lit up and possible solutions are pointed out. This also includes a closer look at scanning and its connection to retail tracking. Due to the importance of scanning nowadays, I would additionally give a brief overview about actual scanning services.
In chapter four my goal is it to give an overview of the 4 dimensions of a panel number to the reader.
Since measurable facts & figures tend to grow, I will take a closer look at some special forms of figures regarding trade and electronic trade panel in chapter five.
Furthermore it is in my opinion meaningful to point out the international level of presence and comparability of commercial panels in times of the internationalization and globalization, Therefore this topic is explicitly dealt with in chapter six.
At a glance
- Appendix compares traditional and scanner panels
- Examines MADAKOM, a retail scanner-data service run through CCG
- 19 sources in the bibliography
Table of Contents
Abstract
1. Basics
1.1 What is a panel?
1.2 Overview over different panel types
2. Trade Panel
2.1 Data input (collection) and output (reporting)
2.2 The development of the trade panel
2.3 Food Tracking
2.4 Non Food Tracking
2.5 Special forms of the trade panel
2.6 Electronic trade panels
2.6.1 ScanTrack (by A.C. Nielsen)
2.6.2 MADAKOM (by CCG)
2.6.3 PromotionScan (by ACG)
3. Elements of the trade panel
3.1 The population of the retail trade panel
3.1.1 Definition of the population
3.1.2 Determination of the population
3.2 The sample of a retail trade panel
3.3 Coverage of a trade panel
3.4 Trade panel extrapolation
4. Four dimensions of a trade panel number
4.1 Articles
4.2 Segments
4.3 Periods
4.4 Facts & Figures
5. Special analyses
5.1 Special analyses with traditional trade panel data
5.2 Special analyses with electronic trade panel data
6. International aspects of a retail tracking
Objectives and Topics
This seminar paper aims to explain how trade panels work and how their data can support marketing research. It explores the forms and elements of retail tracking, the measurements panels produce, and the opportunities and limitations associated with traditional and electronic data collection.
- Panel research and types of trade panels
- Food, non-food and specialist retail tracking
- Scanner-based services and data collection
- Sampling, coverage and extrapolation
- Panel measurements and special analyses
- International comparability of retail tracking
Excerpt from the Book
2.1 Data input (collection) and output (reporting)
Trade panels consist of panel researches which can be upraisen either on a wholesale - or a retail – level. These researches take place within a certain temporal rhythm (usually every two months) over a longer period of time. Sales representatives of the panel institute visit retail or wholesale stores which belong to the panel and calculate the sales of certain product groups in the meantime by stocktaking, stocktaking comparisons as well as purchase vouchers. Besides that selling prices as well as often also product placements and special offer measures are registered.
Selling prices are being recorded either ocularly or by EDP – excerpt. Values for all analyzed units in one product group are listed, thus products, brands, package sizes, scents, colors, tastes, etc. . Product placement concerns the special distribution of stocks and shelves. Examples for special offer measures are used displays, special offer participation, visits of the supplier’s sales representatives, etc. . Nowadays a more common way of gaining information is via data exchange between marketing research institutes and retail companies. As a reward for given data, wholesalers and retailers are given market data for free or / and certain fees are paid by marketing research companies .
The report to clients takes place in written or verbal form, additionally via data exchange, by means of data-communications and via installation of a central data base in the institute, where protected data can be used by the client. All data is personally presented approximately four weeks after the collection and / or documented in a report volume.
The report can either be a running report which shows information chronologically, a standard report which shows the periodical results or an extra analysis which shows special information (See chapter 5.), e.g. concentration – analysis, price elasticities, etc. . A.C. Nielsen and GfK are the prestigous institutes which realize trade panels. The retail trade panel of the Nielsen company contains about 700 stores in germany, the one realized by the GfK covers about 900. Highly specific information can be given, down to the basis of single articles. The GfK for example owns a so - called “Worldwide Masterfile” including over 450.000 single articles for over 100 branches.
Chapter Summaries
1. Basics: The opening chapter defines panels as repeated observations and distinguishes trade panels from other forms of panel research.
2. Trade Panel: This chapter explains data collection and reporting, the development of retail tracking, specialist panels and electronic services including ScanTrack, MADAKOM and PromotionScan.
3. Elements of the trade panel: The author discusses the panel population, sample selection, market coverage and extrapolation, including challenges to representativeness.
4. Four dimensions of a trade panel number: The chapter describes articles, segments, periods and measurements, including sales, prices and distribution figures.
5. Special analyses: This chapter presents questions that can be explored using traditional panel data and scanner data, from distribution structure to pricing and promotions.
6. International aspects of a retail tracking: The final chapter considers international research networks, standardized definitions and the comparability of reports across markets.
Keywords
trade panels, retail tracking, marketing research, panel data, scanner panels, data collection, sampling, market coverage, extrapolation, distribution analysis, pricing, promotions, international retail research
Frequently Asked Questions
What is this work about?
It explains trade panels as a means of observing retail and wholesale markets over time.
What are the main topics?
The paper covers panel types, data collection, sampling, coverage, extrapolation, panel measurements and international retail tracking.
What is the primary objective?
The author aims to give readers a deeper understanding of trade panels and their use in marketing research.
What research method does the author use?
The paper draws on marketing research literature and information from panel providers to describe and compare established approaches.
What does the main discussion cover?
It examines traditional and electronic panels, their construction and measurements, and analyses based on their data.
Which keywords characterize the work?
Key terms include trade panels, retail tracking, scanner data, sampling, market coverage and extrapolation.
Which scanner-based services are discussed?
The paper describes Nielsen’s ScanTrack, MADAKOM and PromotionScan, and also mentions InfoScan.
How does the work explain panel coverage?
It describes coverage as the portion of the total market represented by a panel and discusses factors that can limit it.
What types of special analysis are considered?
Examples include distribution-structure analysis using traditional panel data and price or promotion analysis using scanner data.
- Citar trabajo
- David Nowak (Autor), 2001, Elements of the Trade Panel and Special Analyses with Trade Panel Data, Múnich, GRIN Verlag, https://www.grin.com/document/1559
