Market Research with Panels: Types, Surveys, Analysis, and Applications

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