Exam (elaborations)
CPCA- Syndicated Panel Data
CPCA- Syndicated Panel Data
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CPCA- Syndicated Panel Data• How is panel data created? - ANS-Information is gathered from a panel of households who
record their purchases over a period of time
• Scanner data provides information to understand the market, while panel data provides data to
understand - ANS-The shopper and the consumer
• Which of the following types of information would not be included in a consumer demographic?
- ANS-Number, frequency, and amount of purchases
• Consumer demographic profiles will vary by region but will remain consistent with in a given
geography - ANS-False
• How is buying rate calculated? - ANS-Multiply the volume purchase size by the purchase
frequency
• What is meant by household penetration? - ANS-The percentage of households purchasing
your item or category
• The "share of requirements" measures the extent to which a product satisfies a consumer's
requirements in a category. What is another term for this? - ANS-Product loyalty
• Why is it important to retain heavy buyers as shoppers? - ANS-They represent a small
percentage of buyers, but usually make up a majority of the sales volume
• When looking at purchase behavior between light vs. heavy buyers, you would expect to find
which of the following? - ANS-Light buyers do not purchase as much as heavy buyers
• Which of the following best describes the purpose of a "market basket analysis" - ANS-To
identify the total value of all items included in the "basket" during an average shopping trip when
certain items included or not included in the "basket"
• Purchase size: - ANS-the avg. product volume purchased each time the product is bought
Household penetration: - ANS-The number of households purchasing your item
Buying rate: - ANS-The avg. volume purchased by item buyer during time period
Purchase frequency: - ANS-The average number of times each buyer purchases the item during
time period
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