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Transaction data: Commercial transaction surveys and test market data

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  • Bernhard Engel
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    Abstract

    Commercial transaction surveys and test market data are important sources for the analysis of consumer behaviour in various markets. The advantage of these surveys is that they do not only rely on “weak” data of consumers but also on “measured” data (eg. sales information, marketing information etc.) The key questions for the analysis of commercial transaction surveys and test market data are the prospective evaluation of market success for launched or relaunched products and services, the influence of marketing and media on product purchases under “real market conditions” and comparison between the test market and the total market. These data are not yet used by the scientific community. There are three major challenges to get access to the data. The owners of the data (market research institutes/”clients”) have to allow data access. The data must be anonymized in various ways (individuals/households, brands/products) without losing relevant information. Furthermore it is necessary to develop quality guidelines for commercial transaction surveys and test market data. In order to setup the process the RATSWD should initiate a project of official statistics, scientific community and commercial market research.

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    File URL: http://www.ratswd.de/download/RatSWD_WP_2009/RatSWD_WP_63.pdf
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    Bibliographic Info

    Paper provided by German Council for Social and Economic Data (RatSWD) in its series Working Paper Series of the German Council for Social and Economic Data with number 63.

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    Length: 11
    Date of creation: 2009
    Date of revision:
    Handle: RePEc:rsw:rswwps:rswwps63

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    Related research

    Keywords: Consumer behaviour; test market;

    This paper has been announced in the following NEP Reports:

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