USE OF CONSUMER PANELS FOR BRAND-SHARE PREDICTION (REPRINTED FROM MARKET RES SOC, MARCH 1967)

Authors
PARFITT JH COLLINS BJK
Citation
Jh. Parfitt et Bjk. Collins, USE OF CONSUMER PANELS FOR BRAND-SHARE PREDICTION (REPRINTED FROM MARKET RES SOC, MARCH 1967), Journal of the Market Research Society, 38(4), 1996, pp. 342-367
Citations number
5
Categorie Soggetti
Business
Journal title
Journal of the Market Research Society → ACNP
ISSN journal
00253618
Volume
38
Issue
4
Year of publication
1996
Pages
342 - 367
Database
ISI
SICI code
0025-3618(1996)38:4<342:UOCPFB>2.0.ZU;2-P
Abstract
This article describes a method of predicting the market share for new ly launched brands and the future equilibrium share of established bra nds after major promotional activity. The method is dependent on the c ontinuous purchasing data obtainable from consumer panels and is devel oped from numerous case histories from the Attwood Consumer Panel in G reat Britain to illustrate the use of the technique and its refinement s.