One of the most important tasks of market research is to read market developments in such a way that one's own company can use them for its own purposes. Companies that fail to sound out the market quickly fall behind. To prevent this, panel data is being consulted in more and more industries. This book shows students and practitioners how to use panels to conduct market and product analyses. Among others, the book covers the following types of panels: retail, consumer, media, pharmaceutical, and agriculture.
Readers can learn how to identify, extract, and analyze important information such as consumer buying behavior, market efforts of competitors, and general trends and developments in the market. The goal is for the reader to be able to structure marketing strategies according to the movements in the market.
Author(s): Martin Günther, Ulrich Vossebein, Raimund Wildner
Series: Springer Texts in Business and Economics
Publisher: Springer
Year: 2022
Language: English
Pages: 242
City: Wiesbaden
Preface
Contents
1: Introduction
1.1 What Are Panels?
1.2 What Characterizes Panels?
Reference
2: The Elements of a Panel
2.1 Overview
2.2 The Universe
2.2.1 Overview of the Universe
2.2.2 The Universe of a Retail Panel
2.2.2.1 Definition of the Universe
2.2.2.2 Determination of the Universe of a Retail Panel
2.2.3 The Universe of a Consumer Panel
2.2.4 The Universe of a Television Audience Panel
2.3 The Sample
2.3.1 Requirements for the Panel Sample
2.3.1.1 Representativeness
2.3.1.2 Low Standard Deviation of the Characteristic Which Is to Be Estimated (Reliability)
2.3.2 The Sample of a Retail Panel
2.3.3 The Sample of a Consumer Panel
2.3.4 The Sample of the Television Audience Panel
2.4 The Data Collection
2.4.1 The Data Collection in the Retail Panel
2.4.2 The Data Collection in the Consumer Panel
2.4.2.1 Overview
2.4.2.2 POS Scanning
2.4.2.3 Inhome-Scanning
2.4.2.4 Internet Recording
2.4.3 Data Collection in the Television Audience Panel
2.4.4 Data Collection in the Internet Usage Panel
2.5 Coverage of Retail and Consumer Panel
2.5.1 Introduction
2.5.2 Coverage of the Retail Panel
2.5.3 Coverage of the Consumer Panel
2.6 Extrapolation
2.6.1 Extrapolation in the Retail Panel
2.6.2 Extrapolation in the Consumer Panel and the TV Audience Panel
References
3: The Production Process
3.1 Overview
3.2 The Production Process in the Retail Panel
3.2.1 Data Input and Verification at Shop Level
3.2.2 Validation on Article Level
3.2.3 Extrapolation and Reporting
3.3 The Production Process in the Consumer Panel
3.4 The Production Process in the TV Audience Panel
3.5 Aspects of International Panel Research
4: The Market for Panel Research
References
5: Institutional Panels
5.1 Classifications of Panels
5.2 The Retail Panel: the Origin of Institutional Panels
5.2.1 Current Developments in the Retail Panel
5.2.2 Types of Data in the Retail Panel
5.2.3 Data Sources and Data Availability
5.2.4 Specific Complements to the Retail Panel Nonfood
5.3 Consumer Panels
5.3.1 Consumer Panels: Household Versus Individual Panel
5.3.2 Possibilities of Data Collection in the Consumer Panel
5.3.2.1 Written Calendar Method
5.3.2.2 Scanning
5.3.2.3 Online Data Collection
5.3.2.4 The Use of the Smartphone
5.3.3 Reporting Cycles in the Consumer Panel
6: Panels for Media Markets
6.1 The GfK Crossmedia Link Panel
6.2 Television Audience Panel
6.2.1 Special Features of the TV Audience Panel
6.2.2 Survey
6.2.3 Important Facts
6.2.4 Important Segments
7: Special Panels
7.1 Panels for Pharmaceutical Products
7.2 Agriculture Panel
7.3 Innovation Panel
7.4 Mobility Panel
7.5 Socio-Economic Panel
7.6 EBDC Business Panel
7.7 Test-Panels
7.8 Conclusion and Outlook
8: Product and Period Description
8.1 Product: Article Description
8.1.1 Definition of a Product Group: Category
8.1.2 The GTIN Code
8.1.2.1 The Check Digit
8.1.2.2 The Determination of the Check Digit
8.1.3 Instore Codes
8.1.4 The ISBN and ISSN Code
8.2 Periods
8.2.1 Base Period Week
8.2.2 Aggregated Periods
9: Shops and Household Characteristics
9.1 General Segmentations in the Retail and Consumer Panel
9.1.1 Distribution Channel
9.1.2 Shop Types
9.1.3 Organization
9.1.4 Regions
9.2 Special Shops of the FMCG Product Groups
9.2.1 Drugstore/Perfumery
9.2.2 Beverage Specialty Stores
9.2.3 Department Stores
9.2.4 Convenience Channels
9.3 Special Outlets of the Consumer Panel
9.4 Special Outlets of the SMCG Product Groups
9.5 Household Characteristics in Consumer Panels
10: Facts of the Retail Panel
10.1 Overview
10.2 The Basic Facts of the Retail Panel
10.3 The Calculated Facts of the Retail Panel
11: Facts of the Consumer Panel
11.1 Overview
11.1.1 The Quantitative Facts of the Consumer Panel
11.1.2 The ``Qualitative´´ Facts of the Consumer Panel
12: Special Analyses Retail Panel
12.1 Price-Related Analyses
12.1.1 Kinked Demand Curve
12.1.2 Monopolistic Sector
12.1.3 Price Elasticity of Demand
12.1.4 Dependence on the Prices of Competitors
12.2 Evaluation of Promotions
12.2.1 The Success of a Promotion
12.3 Shopping Cart Analysis
12.4 Distribution-Related Analyses
12.4.1 Effect of an Expansion of the Product Range
12.4.2 Result of a Distribution Expansion
12.4.3 Out-of-Stock Analysis
12.5 Multidimensional Analyses
12.5.1 The Launch Report
12.5.2 Portfolio Analysis Categories
12.5.3 Portfolio Analysis Key-Account
12.6 Outlook
13: Market Analyses Framework
13.1 Superordinate Perspective
13.2 The Beer Market in General
13.2.1 Development of Key Facts in the Overall Beer Market
13.2.1.1 Development of Varieties and Pack Sizes
13.2.1.2 Regional Differences in the Beer Market
13.2.2 The Importance of Individual Consumer Groups
13.2.3 Origin of the Purchase Value (Sales Value)
13.2.4 Interim Summary
13.3 Price-Related Issues in the Context of Market Structure Analyses
13.3.1 Which Price Position Does a Product Reach in the Market?
13.3.2 Price Comparison with the Competition
13.3.3 Effects of a Price Change
13.3.4 What Is the Best Price Difference to the Competitor?
13.4 Analysis of Promotional Activities
13.4.1 What Actions Are Observed in the Market and how Often?
13.4.2 The Importance of Promotions for Overall Sales
13.4.3 Promotion Frequency Analysis
13.5 Distribution-Related Aspects
13.5.1 Which Distribution Channels Are Particularly Important?
13.5.2 The Importance of the Distribution of Competitor Products
13.5.3 Stability of an Achieved Distribution
13.6 Concluding Remarks
14: Application Examples Communication Analysis
14.1 Question and First Attempts at a Solution
14.2 The Methodology
14.3 The Results
References
15: Special Analyses Consumer Panel
15.1 The Measure-Tree
15.2 Brand Health Check
15.3 Cumulative Buyers: Repeat Buyers
15.4 Combination Analysis
15.5 Duplication Analysis
15.5.1 General Buyer Definitions
15.6 Assortment Optimization
15.7 Gain & Loss
15.8 Brand Switching
15.9 Buyer Migration: New-Lost-Retained
15.9.1 Comparison of Gain & Loss, Brand Switching, and Buyer Migration (N-L-R)
15.10 Launch Analysis
15.11 Market Share Simulation
16: Category Management
16.1 The Role of the Consumer Panel
16.2 Potential Indicators in Category Management
16.2.1 The Determination of Buyer Potential: Buyer Potential Exploitation
16.2.2 The Determination of Value Potential: Value Potential Exploitation
16.2.3 The Ancillary Expenses: Missing Opportunities
17: Outlook
Appendix
The GTIN Country Codes
The Product Groups of the Consumer Panel Nonfood
The Product Groups of the Consumer Panel Food
Index
