Instead of conducting a survey of a selected group of consumers in a haphazard way and that will no longer be applicable once the investigation is completed, one may want to understand what influences a market on a regular basis. Panels stand out against surveys because they provide a dynamic view of the observed object: in a group of consumers or retailers, the panel is a fixed sample that regularly provides information to a specialized company.
The panels are already quite old having been born shortly before the 1929 crisis in the United States of America to reach a quarter of a century later in Europe. In any permanent sample, when we question about any subject in order to define its state at a given time, the repetition of the observation and evolution of this state constitutes a panel.
For "USA", the panel of Market Research Corporation of America is stronger than ten thousand (10,000) households against France where the figures are lower; the operation is managed by the SECODIP. (French Society for the Study of Consumption, Distribution and Publicity) to which we will be interested.
Tags: Secodip, consumer survey
[...] The services provided by distributors panels can be grouped under four headings: • Knowledge namely: o The weight of the different types of stores in the market, o The evolution of market shares of competitors, o The sales prices of competitors, o Retail inventories. • Control in the area: o Of the establishment, promotion . o Shares of the sales force, • The forecast: o Sales of a new variety of new packaging o The flow time of a stock of old models. [...]
[...] Two limits are however faced one holding to cover the other periodicity. Representativeness of the sample is sometimes questioned. Producers complain that there is a gap between their internal statistics Delivery and panel data. This is because Nielsen does not cover all distribution channels for a given producer. On the other hand, a representative sample for pasta is not necessarily for the sodas. On another level, surveys are conducted every two months and promotional activities and have a good chance not to be identified. [...]
[...] The consumer panels Features For the panel of Market Research Corporation of America is stronger than ten thousand (10,000) households against France where the figures are lower; the operation is managed by the SECODIP. (French Society for the Study of Consumption, Distribution and Publicity) to which we will be interested. The SOCODIP account panels of four thousand five hundred (4500) called ordinary households that is to say that they take into account couples with or without children and single women, which is not the case for men. The elements constituting a panel are drawn following the principle of multi-stage draw which will be discussed in the section on surveys. [...]
[...] Panels provide knowledge on sales volumes, market share of each brand, packaging, fidelity buyers all the different parameters involved in trade policy (product, price, communication, sales force . ) are likely be informed by the results of these panels, as well as the evolution of a market or competitors. However, not all companies may use this information source, and, because of the high cost of subscription. But this is not the only limitation of this type of panel. Questions were raised about the responsibility of the sample. [...]
[...] Panels distributors The Nielsen Company is a major source of information for companies. Created in the USA in 1932, it made its first steps in France in 1959 and is currently active in twenty-five countries. This is NIELSEN that interests us for the illustration of these panels. Features This is made from the INSEE file of retail stores. Continuously sample should be updated to remain representative. Both to four months, investigators toured in the stores and are contractually bound to Nielsen. [...]
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