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.
Table of Contents
- 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 Key Themes
The objective of this seminar paper is to provide a comprehensive understanding of trade panels, differentiating them from other panel types and exploring their various facets. The paper aims to illuminate the significance of trade panels in marketing research, particularly in the context of evolving consumer behavior and market dynamics.
- Differentiation of trade panels from other panel types.
- Evolution and diversification of trade panels due to changes in retail landscapes.
- Key elements and challenges in constructing and utilizing retail trade panels.
- Analysis of data dimensions and special analytical techniques within trade panels.
- International implications and comparability of trade panel data.
Chapter Summaries
1. Basics: This introductory chapter lays the groundwork by defining what constitutes a panel and providing a broad overview of different panel types. It sets the stage for a deeper exploration of trade panels by establishing a clear understanding of the broader context of panel research methodologies.
2. Trade Panel: This chapter delves into the specifics of trade panels, discussing data collection and reporting methods. It traces the evolution of trade panels, highlighting the impact of changing retail structures and consumer shopping habits on their design and application. The chapter further explores the distinctions between food and non-food tracking within trade panels, and introduces specific examples of electronic trade panels like ScanTrack, MADAKOM, and PromotionScan, showcasing the diverse landscape of modern trade panel research.
3. Elements of the trade panel: This chapter focuses on the core components of a retail trade panel, examining the process of defining and determining the target population. It delves into sample selection, coverage considerations, and the crucial aspect of trade panel extrapolation, addressing the methods used to extrapolate findings from the sample to the overall market. The challenges associated with each element are discussed, along with potential solutions.
4. Four dimensions of a trade panel number: This chapter analyzes the four key dimensions defining a trade panel number: articles, segments, periods, and facts & figures. By examining each dimension, the chapter provides a framework for understanding the multifaceted nature of trade panel data and how these dimensions interact to provide a comprehensive view of market trends.
5. Special analyses: This chapter explores specialized analytical techniques applied to both traditional and electronic trade panel data. It highlights how these sophisticated methods are used to extract valuable insights from the rich datasets generated by trade panels, going beyond basic descriptive statistics to uncover nuanced market dynamics and trends.
6. International aspects of a retail tracking: This chapter emphasizes the growing importance of international perspectives in retail tracking. It discusses the need for cross-national comparability in commercial panels in an increasingly globalized market, highlighting the opportunities and challenges of using trade panels to track international trends.
Keywords
Trade panels, marketing research, retail tracking, consumer behavior, panel data, data collection, data analysis, market trends, electronic trade panels, international comparability, ScanTrack, MADAKOM, PromotionScan, food tracking, non-food tracking.
FAQ: Comprehensive Language Preview of Trade Panels
What is the overall purpose of this document?
This document provides a comprehensive overview of trade panels, including their definition, types, applications, data analysis methods, and international implications. It serves as a preview, offering a table of contents, chapter summaries, objectives, key themes, and keywords.
What are trade panels?
Trade panels are a specific type of market research panel focusing on the retail trade. They involve collecting data from a sample of retailers to track sales, market share, and other key indicators. This data provides valuable insights into consumer behavior and market trends.
How do trade panels differ from other panel types?
The document highlights the distinctions between trade panels and other panel types, emphasizing the unique focus on retail data and the specific methodologies involved in collecting and analyzing this data. Specific examples and explanations are provided within the chapters.
What types of data are collected in trade panels?
Trade panels collect data on various aspects of retail sales, including sales volume, pricing, promotions, and product distribution. The data is often categorized into food and non-food tracking, with further breakdowns by product, segment, and time period.
How is data collected and reported in trade panels?
The document details data collection and reporting methods, including both traditional and electronic methods. Examples of electronic trade panels such as ScanTrack, MADAKOM, and PromotionScan are discussed, showcasing how technology has modernized data collection and analysis in this field.
What are the key elements of a trade panel?
Key elements include defining the target population of retailers, selecting a representative sample, ensuring adequate coverage, and employing appropriate extrapolation techniques to generalize findings to the broader market. The challenges associated with each element are also discussed.
What are the four dimensions of a trade panel number?
The four key dimensions are: articles (products), segments (market categories), periods (time intervals), and facts & figures (specific data points). Understanding these dimensions is crucial for interpreting and analyzing the complex datasets generated by trade panels.
What types of special analyses can be performed using trade panel data?
The document explores advanced analytical techniques used to extract insights beyond basic descriptive statistics, applying both traditional and electronic data to uncover nuanced market dynamics and trends. The specific methods are elaborated within Chapter 5.
What are the international aspects of retail tracking?
The document addresses the growing importance of international perspectives in retail tracking and the need for cross-national comparability in an increasingly globalized market. The challenges and opportunities of using trade panels to track international trends are explored.
What are some examples of electronic trade panels mentioned?
The document features ScanTrack (by A.C. Nielsen), MADAKOM (by CCG), and PromotionScan (by ACG) as examples of electronic trade panels, showcasing the evolution and diversification of the field.
What are the key objectives and themes of this document?
The main objectives are to provide a thorough understanding of trade panels, differentiate them from other panel types, and explore their various applications in market research. Key themes include panel evolution, data analysis techniques, and international implications.
What are the keywords associated with this document?
Keywords include: Trade panels, marketing research, retail tracking, consumer behavior, panel data, data collection, data analysis, market trends, electronic trade panels, international comparability, ScanTrack, MADAKOM, PromotionScan, food tracking, non-food tracking.
- Quote paper
- David Nowak (Author), 2001, Elements of the Trade Panel and Special Analyses with Trade Panel Data, Munich, GRIN Verlag, https://www.grin.com/document/1559
