John Philip Jones, bestselling author of What's in a Name? and When Ads Work, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising process - clients, media and agencies - are fully represented in this volume. Chapter authors reflect a global mix of academic and professional backgrounds and include: Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and the Editor John Philip Jones. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles.
Retail Research, Consumer Panels, Store Checking
The retail audit method was invented by Bev Murphy and first implemented by A. C. Nielsen during the early 1930s. I will describe the original Nielsen auditing mechanism here, although since 1990, the data have been collected with the use of scanners. Today both Nielsen and Information Resources Inc. carry out retail research with scanners.
The most important data provided by retail research are estimates of consumer sales, based on a panel of shops. When the original auditing system was used, a simple arithmetical calculation was made in each store: measurement of deliveries of goods over the checking period (in the United States, 2 months), plus inventories at the beginning of the period, ...