Secondary data: panels & indexes

midway between adapting secondary data and commissioning primary - purchase data collected by market research companies

CONSUMER PANELS: continuous research with representative sample whose buying activity is monitored regularly over period of time
Called home audit panel if home visits involved

Problems:

• Difficult to ensure a representative sample
• Panels become sophisticated in interviewing techniques which can corrupt data
• Difficult to ensure stable personnel (turnover)

Types of analysis available:

• Standard trend analysis: how market and major brands did since last analysis
• Special analyses: industry specific e.g. source of purchase, frequency of purchase, demographics

RETAIL PANELS
- Trade audits (wholesaler and retailer panels)
- Researchers undertake site visits to selected outlets at regular intervals: count stock & deliveries (EPOS systems make this easier)

Provides details of:

• sales for specific products and market share
• retail stock (enables comparison with competitors)
• selling prices in retail outlets

THE NIELSEN RETAIL INDEX
Range of continuous sales and distribution measurements (hundreds categories, thousands brands)
Data collected from major multiples (Tesco, Sainsburys)

SUPERPANEL
Data collection through personal terminals 28,000. Pen barcode scanner into modem.

OMNIMAS
Massive omnibus surveys random samples of 2000+ consumers each week (face-to-face)
(Omnibus surveys are regularly carried out by orgs asking regular questions, with some sponsored. Cheaper means of getting data.)

TARGET GROUP INDEX
Describes target groups, media consumption and product usage
Helps to plan more accurate media campaigns
25,000 responses per year including comparison of brand/product uses with various demongraphics