The document discusses retail audits and consumer panels. It defines retail audits as a process to gather sales, stock, and promotion information from stores to analyze brand performance. Consumer panels involve regularly surveying a sample group over time to examine changes in behaviors, attitudes, and perceptions. The purpose is to evaluate the market, competition, and improve brand performance for retail audits, and estimate trends, behavior and test new products for consumer panels.

1. ASSIGNMENT 7.1 – MARKET RESEARCH
Việt Chinh – Ngọc Dung – Hồng Ngọc

2. DEFINITION OF RETAIL AUDIT
RETAIL AUDIT - a process gathering information on a brand's volume of sales, trends in
sales, levels of stock and other aspects of display and promotion at selected samples… to
create a dataset for analysis
CHARACTERISTICS: - Answer to “How much”,“How many” question
- Large sample size
- Frequency of data collection: occasionally or when they need
RETAIL AUDIT CANTELLYOU – which of your products, and which of your
competitors' products are on which shelves, at which stores, at what time

3. DEFINITION OF RETAIL AUDIT
P ro c e s s o f R e t a i l A u d i t
SUMMARY
MEASURE
CRAFT AUDIT
QUESTION
DEFINE AUDIT
OBJECTIVE
ASSEMBLETHE
AUDITTEAM
Experienced, specia
lized audit team
will understand the
retail space and be
aware of the
unique challenges
your stores face.
Clearly defining your
objective to
establishing what to
measure
Clear questions help
audit teams record
accurate responses
while repeatability
ensures consistently
relevant
(and, therefore, consi
stently comparable)
results across
multiple audits.
The audit team will
explore your
facilities, collecting
data.
It sometime
included
photographic
evidence
Summaries the data
collected to find
out the facts for
analysis

4. PURPOSE OF RETAIL AUDIT
Gain Market and Products
Overview Information Measure all or one focused
product
Improving Performance

Easily collect information about the
market, current products and newest products
on the market.
Take out irrelevant and incorrect information
elimination process of indirect audit.
Evaluate market potential, pointing out current
trends or future trends
Gather information on the competitors upon
their new products, new strategies or new
product directions. Measure their sales, trade
and interaction to retailers.
Gather information on your own products
about sales, distribution, selling prices, retailer
support, media advertising, market shares, etc.
Use numbers and visuals to draw out product
current position on the market, to retailers. Put
in comparison with competitors, current
market trends, market potentials, etc.
Evaluate the Competition
After acknowledging performance problems or
wanting to know possible room to improve.

5. RETAIL AUDIT REPORT
BACKGROUND •Company brief profile
•Market, industry, competitors profile
RESEARCH
METHODOLOGY,
DATA ANALYSIS
•Sales
•Distribution
•Selling prices
•Retailer support
•Media advertising
FINDINGS
•Sales, Promotion Trend analysis and trend prediction
•Stock levels
•Effectiveness of in-store display
•Promotion measure and effectiveness
SUMMARY •Research agency’s confirmation and suggestion

OBJECTIVE
•Marketing objective
•Research objective

6. DEFINITION OF CONSUMER PANELS
WHAT IS PANEL?
A panel is a sample of representative people in target
market, which is recruited to participate in a market research on
an on-going basis.
WHAT IS
CONSUMER PANEL?
Consumer panel is a unique method to examine dynamic long-
term changes in behaviors, attitudes and perceptions.
CHARACTERISTICS
OF CONSUMER
PANELS:
The answer to the “what” question.
Large sample size
Frequent data collection
Repetition of the same data over time
Large user base
CATEGORIZED
Continuous panels – respondents report essentially the
same information repeatedly over some period of time.
Discontinuous panels – respondents report over time on a
broad range of different topics.

7. DEFINITION OF CONSUMER PANELS
P ro c e s s o f C o n s u m e r Pa n e l s
Courting the
panelist and
Collecting Data
Improving Panel
Accuracy and
Reporting
The Accidental
Conditioning of
Consumer Panels
Processing Data
and Projecting
Results
-This step is to figure out
a large – scale target
consumers based on
relevant factors.
Then, panel members will
be recruited through face-
to-
face, email, phone, online
surveys.
-To avoid some factors that
influence accuracy and
cause biases, researchers
will list down the sources
of reporting errors and
show how accuracy can be
assessed and measured
- Panel members will be
called several times for
their input about the given
topic.After these calls, 30 -
60% of members agree to
join a panel.
-In this stage, researchers
will conduct code and edit
data from the computer
preparation and
maintenance of files to
produce data.

8. PURPOSE OF CONSUMER PANELS
CONTINUOUS
PANELS
DIS-
CONTINUOUS
PANELS
MARKET
•Estimating product trends and market share
•Segmenting markets
BRANDS
•Estimating brand loyalty and switching behavior
•Estimating brand penetration with new buyers
•Measuring advertising effectiveness
CONSUMER
•Profiling buyers
•Documenting store shopping behaviors
•Predict repeated purchase behavior
BRANDS
CONSUMER •Develop user profiles
•Concept test
•Advertising and promotion test
•Packaging and design test
•Brand equity research and attitude tracking

9. CONSUMER PANELS REPORT
PROJECT NAME AND BACKGROUND
RESEARCH OBJECTIVE
SAMPLE SIZE AND DEFINITION
Include the quantity of samples ,characteristics of consumers, quotas of
sample based on market share
SPECIAL ANALYSIS AND FINDING
Mainly include charts to see the behavioral changes
SUMMARY
Result confirmation and suggestion from researchers